The Competitiveness Transformation Path of Emotional Consumption of the Silver-haired Group and Corporate ESG Practices in the Digital Era: An Exploratory Case Study Based on Company

Abstract

Against the dual background of deepening population aging and rapid popularization of digital consumption in China, the emotional needs of the silver-haired group have become a core force influencing consumption behavior and corporate strategic choices. Existing studies lack systematic micro-mechanism explanations for the emotional demand structure of the elderly in digital consumption, the response mechanism of corporate ESG practices to emotional needs, and the internal path of transforming social value into brand competitiveness. This study takes company's silver-haired services as the research object, using multi-source data from 2020 to 2024 and grounded theory for analysis. The results show that the elderly have four core emotional rigid demands: security, dignity, companionship, and communication. company has formed a three-in-one ESG practice system, and realized brand competitiveness improvement through a chain transmission mechanism of individual trust, intergenerational word-of-mouth, and social reputation. This study constructs a theoretical model, revealing the micro transmission path of ESG value transformation.