Exploring the sports consumption culture of young women based on the theory of consumer culture

Consumption at different levels can be discussed and analyzed, that one of its aspects being sports consumption. Considering the significant impact of women's sports culture on consumption, the purpose of this study was to analyze the sport consumption culture of young women based on consumer theory. In this research, the methods of research were thematic analysis and Delphi method. The population of the study was women and girls aged 18-30 years old. They were interviewed using purposeful sampling, and 38 were interviewed and analyzed by the method of thematic analysis. In the second phase, according to the extracted themes of the first phase a researcher-made questionnaire was formed. Then, 28 experts were asked to fill out the questionnaire by Delphi method. In this research, four dimensions and 26 statements were identified as influential dimensions of consumption sport culture of women’s and examined by experts. The first was lifestyle, which was the most important influence on the culture of exercise. The second and third dimensions were obtained aesthetically and escape. Finally, the fourth dimension of this research was the socioeconomic dimension of the sport consumption culture.