Purpose - This study contributes to a greater understanding of the senior market and cultural differences relating to ageing in Western and Asian cultures. It highlights cultural differences toward the concept of ageing in Asian and Western countries and draws on a useful age concept for investigating senior consumers, namely, that of subjective age. The study aimed to investigate the influence of subjective age dimensions on seniors’ behavior, and to assess the role of culture as a moderator of this influence.

Design/methodology/approach - Data were collected in France and Mainland China from 300 French seniors and 264 Chinese seniors respectively. Two main dimensions of subjective age were measured (cognitive age and ideal age), along with travel motivations and travel perceived risk.

Findings - The study provides valuable information regarding the Western and Asian senior markets. Subjective age dimensions prove to be related to seniors’ behaviors (perceived travel risks). The present study also demonstrates that culture has a moderating role on this relation.  This theoretical contribution will have to be confirmed by other studies in Asian and Western countries; it opens the door to new research on Chinese/Asian seniors involving these age variables.

Originality/Value – The study gives academics and managers insights into the influence of subjective age on seniors’ behaviours in Western and Asian cultural contexts.