Sustainable sports consumer behaviour

In order to create an alternative solution for environmental, social and economic dimensions related to the concept of sustainability and sustainable consumption, which is one of the most important issues of the international agenda today, knowing the sustainable behaviour of sports consumers is important for raising awareness levels and conscious of sports consumers in later times. Accordingly, this study was conducted to demonstrate, examine and compare the sports consumption behaviour of sports consumers in Turkey within the framework of different dimensions. In this study with a sample size of 1363 sports consumers, a valid and reliable scale was developed at the outset to enable the measurement of the sustainable behaviours of sports consumers (Sustainable Sports Consumer Behaviour Scale). At the later stage, data on sustainable sports consumer behaviour were presented through this scale. Exploratory and confirmatory factor analysis and structural equation modelling were used in the development of the scale and in validity-reliability studies. Descriptive statistics and variance analysis (t-test, ANOVA) were used to determine and compare the current situation and differences in sustainable sports consumer behaviours. As a result of the study, it has been determined that all factors constituting sustainable consumer behaviours in sports are grouped under the economic, environmental and social dimension and sustainable sports consumer behaviour differs by gender, licensed product purchasing, age, education, participation in sports competitions together and the year of participation in competitions. Furthermore, a positive correlation was found between all factors.