Buying Motives for Anabolic Supplements – An Analysis among German Recreational Athletes

Abstract

The objective of this exploratory study was to gain first insights into the motives of recreational athletes for buying and consuming anabolic supplements. For this purpose we conducted a qualitative study among young males in Germany between April and May 2012. We used the means-end chain analysis as a methodological approach – a common qualitative research method to uncover buying motives through special in-depth interviews called “laddering”. The sample consisted of n=21 male recreational athletes aged from 21 to 28, all of whom engaged in resistance sports and miscellaneous other disciplines. The findings suggest that the economical use of resources, strive for appreciation amongst peers and by the opposite sex and reducing the risk of ineffective training are likely buying motives for this group.