Older People’s Knowledge Creation Motivations for Sustainable Communities

To enhance the sustainability of local communities in an aging society, older people have begun independently organizing community activities as social support services. The knowledge created by community-dwelling for these is a valuable resource. Although many studies addressed motivations to participate activities, few explored toward creation activities. present study investigates how are motivated from perspective services marketing. We conducted in-depth interviews with individuals participating and identified four scenes (reminiscence, resonance, reuse, rewarding) content analysis. These associated specific contexts describing interpreted axes source motivation (intrinsic extrinsic) approaches psychological well-being (affiliation power) developed 4R model. Our findings add insights marketing through