The Impact of Fear of Aging on Luxury Consumption Among Middle-Aged Women

Authors

• Jiyeon Lee, Hankuk University of Foreign StudiesFollow
• Xiaofei Wu, Hankuk University of Foreign StudiesFollow
• Dongwoo Ko, Hankuk University of Foreign Studies - Seoul Campus: Hankuk University of Foreign StudiesFollow

ORCID

Dongwoo Ko: https://orcid.org/0000-0002-9081-1960

Abstract

This study investigates the relationship between fear of aging and luxury consumption behaviors among middle-aged women, focusing on the psychological and social dimensions of aging anxiety. Utilizing frameworks such as Objectification Theory and the Double Standard of Aging, the research explores how aging anxiety impacts attitudes toward luxury goods, mediated by fear of negative evaluation and body esteem. A survey of 288 women aged 41 to 60 was conducted, revealing that fear of aging significantly influences luxury attitudes and purchasing intentions. Findings indicate that luxury goods are seen not only as tools for status maintenance but also as avenues for self-care and emotional reassurance. The study sheds light on how aging anxiety drives the desire for products that reinforce personal value and mitigate fears of social devaluation. Moreover, it highlights the evolving role of luxury in enhancing self-perception and social identity during midlife.

Recommended Citation

Lee, Jiyeon; Wu, Xiaofei; and Ko, Dongwoo (2026) "The Impact of Fear of Aging on Luxury Consumption Among Middle-Aged Women," Asia Marketing Journal: Vol. 28 : Iss. 2 , Article 6.
Available at: https://doi.org/10.53728/2765-6500.1683

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 License.