A new perspective: consumer values and the consumption of physical activity

Purpose. Physical inactivity is a global pandemic and is the fourth biggest cause of death worldwide. Numerous campaigns and initiatives have been implemented globally but yet participation levels remain static. The purpose of this paper is to offer sports providers, educators, policy makers and facilitators a new perspective on consumer values and the consumption of physical activity. Design/methodology/approach. Researchers conducted a quantitative questionnaire and collected 342 responses through Facebook (social media) from the geographical region, South Wales. Data were analysed using independent t-tests to compare the means between two unrelated groups (active/non-active) against the Sport and Physical Activity Value Model value dimensions. Findings. The findings are divided into three sections of consumption (pre, consumption, post), results identify differences of consumer values between the active and non-active respondents. For example, service values, the non-active individual have higher expectations of the servicescape and provider than active individuals, suggesting that servicescape concept is one of the key dimensions of consumer value. Research limitations/implications. The study was confined to one geographic region (South Wales) and only quantitative data were collected when further studies will require exploratory qualitative methods to have a greater understanding. Practical implications. Findings from this study have been used to assist with the design and creation of an exercise class within a deprived area focussing on the values of consumption for the active and non-active. This study offers the sports provider, educator, policy maker another viewpoint of the consumption of physical activity. Originality/value. Extant literature on physical activity predominately focusses on levels and there is little benefits in the way of understanding the dimensions of consumer values and the consumption of physical activity. This study contributes to this literature.