From Participation to Consumption: The Role of Self-Concept in Creating Shared Values Among Sport Consumers

INTRODUCTION: The contribution of sport organizations to solving social issues has been acknowledged. However, little is known about how sport organizations can turn social issues into business opportunities as a means of creating shared value (CSV). Building on self-concept theory, a framework was established to examine how sport organizations can promote sport participation and simultaneously drive sport consumption—as a means of CSV—by enhancing consumers’ sport self-concept. METHODS: A total of 311 participants recruited from a CSV program delivered by a sport organization completed a time-lagged survey. Structural equation modeling was performed with Mplus 8.3 to test the framework. RESULTS: The results revealed that consumers’ sport self-concept was enhanced by their perceptions of sincere interest from employees of the sport organization, while effect of their perceptions of praising was insignificant. Sport self-concept has a positive association with their levels of sport participation and simultaneously influences their intention to purchase the sport organization’s products due to self-congruity. DISCUSSION: This study contributes to CSV literature by demonstrating the role of sport self-concept in CSV in a sport setting. Our findings suggest that sport organizations might focus on strengthening consumers’ sport self-concept to create both social and economic value through their CSV.