Qualitative Analysis of the Promotion of Sport Ethical Values among University Students: A Grounded Theory Study

The aim of this study was qualitative analysis of promotion of sport ethical values among university students. This study used a qualitative method and was conducted by a grounded theory. The population included all elites who were somehow experienced experts in sport in universities and sport ethics. The sample consisted of 23 elites who were selected through theoretical and snowball sampling methods. Data were collected by semi-structured interviews and the researchers reached theoretical saturation in 26 interviews. The findings were analyzed using 5 concepts (causal conditions, intervening conditions, contextual conditions, strategies and consequences) in the form of Strauss and Corbin’s (1990) coded pattern. Generally, results in a practical model showed that sport ethical values can be accrued through educational, research, sport, notification and management strategies according to the causal conditions and a need to promote these values in students, and also the intervening and contextual conditions. Physical education courses at universities, extracurricular sports in universities, projects and theses, sport camps, creating libraries and virtual networks were some of the findings in the strategies section which lead to consequences such as a change in students’ attitudes towards sports and the development of ethical values among them.