The presented paper discusses and evaluates the impact of cognitive (or self-perceived) age on the grocery store patronage (behaviour) of elderly shoppers. I propose that cognitive age moderates the effects between the perception of store attributes, satisfaction, (re)patronage intentions and ultimately share of visits. The test of hypotheses uses a sample of 404 supermarket patrons aged 60 and older. The latent construct of cognitive age was operationalised by six items representing feel, look, do, interest, health and think age. The chronological age of our respondents proved to be significantly higher than cognitive age. To evaluate the moderating effects I applied the product indicator approach based on variance based structural equation modelling. As a result the impact of product range, manoeuvrability and atmospherics on patronage behaviour becomes significantly stronger with increasing cognitive age whereas the negative impact of personnel becomes significantly weaker. The contribution of this paper is to provide theoretical rational and empirical evidence to consider cognitive age as a substantial influencer and predictor of patronage behaviour of elderly shoppers and call for a stronger consideration of self-perceived age dimensions along with chronological age in the research of older consumer cohorts.