Chapter 3: Sport and Physical Activity Consumption Values

Sport and physical activity providers need to know what ‘it’ is that customers value from their consumption experience in order for ‘it’ to be included into the design and implementation of campaigns aimed at enticing and motivating individuals to become more physically active. It is only through investigating what ‘it’ is, what the dimensions of consumer value underpinning the consumption of sport and physical activity are, will practitioners be able to design products, services and offerings that add value and make sense in an individual’s everyday life.

This chapter presents an innovative approach to thinking about the consumption of sport and physical activity in exploring an active adult’s participation in sport and physical activity from a consumer value perspective. Why individuals participate in sport and physical activity has been considered from a range of academic perspectives, such as the fields of leisure studies, behavioural psychology and consumer behaviour. However, it remains unclear about consumers’ expectancy-value and the value concept within this field.