Abstract
This study aims to identify Z-generation"s sports consumption behavior in terms of lifestyle and consumption value. The sports consumption was categorized as ‘sports motivation’ and ‘sports involvement’. The sample consists of 356 participants who were born between 1995 and 2010 and have got involved in sports. The data was analyzed by using t-test and one-way ANOVA to assess differences in Gen Z"s sports consumption behavior related to their lifestyle and consumption value. The findings show that the differences in sports consumption behavior depend on the lifestyles and consumption values of the Z-generation. The Z-generation with lifestyles such as conservative thought, pursuit of stability or pursuit of innovation behave differently on sports consumption behavior. In addition, the generation who are to show off themselves through consumption is prominent in sports consumption behavior.
Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
