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