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Understanding the lack of diversity in sport consumer behavior research.

Delia, E., Melton, N., Sveinson, K., Cunningham, G. and Lock, D., 2022. Understanding the lack of diversity in sport consumer behavior research. Journal of Sport Management, 36 (3), 265-276.

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Delia et al. (2022) Diversity CB Manuscript (final).pdf - Accepted Version
Available under License Creative Commons Attribution Non-commercial.


DOI: 10.1123/jsm.2021-0227


Sport consumer behavior researchers have developed a robust understanding of how and why people consume sport, and the consequences of consumption. There has been little reflection, however, on the settings or populations used to study consumers and develop theory. In acknowledging the importance of diversity, equity, and inclusion to advance both theory and practice, the authors conducted a scoping review of diversity in sport consumer behavior research, focusing on four sport management journals. The review revealed a widespread lack of diversity, with most studies focusing on men’s sport in highly commercialized settings. Further, study participants often identify as White men, who are middle-aged or young, educated, and with at least some disposable income. Leveraging an institutional work lens, the authors address taken-for-granted norms that may have contributed to these trends and propose solutions.

Item Type:Article
Uncontrolled Keywords:consumer behavior; diversity; fans; inclusion; institutional work; marketing; spectator sport
Group:Bournemouth University Business School
ID Code:36679
Deposited By: Symplectic RT2
Deposited On:28 Feb 2022 11:31
Last Modified:18 May 2022 15:39


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