Pathology of the penetration of luxury values Preference in Consumers of Sporting Goods

Currently, luxury consumption and luxury values among sports consumers have increased incredibly in the last two decades, taking the sports space away from its original nature. The present study was conducted with the aim of analyzing the influence of luxury values in the preference in Consumers of Sporting Goods (shoes and clothes). The current research is of a qualitative type, which uses the grounded theory method and Strauss and Corbin's approach. Sampling was done theoretically and snowball. Data collection sources included scientific sources and 18 deep and semi-structured interviews (8 people included: university professors, sports management specialists, brand management and consumer behavior, and 10 athletes and club coaches). Data analysis was done in three stages of open, central and selective coding. Reliability criteria of qualitative research were used to check validity, and two coders' agreement method and researcher's coding in a specific time interval were used to check reliability. The results showed that the causal factors include personal commons, interpersonal factors and luxury value factors, contextual factors including economic, cultural and social conditions, intervening conditions including sports environment and demographic characteristics, virtual social networks, sports environment and mass media, strategies including consumption False orientation, change of sports priorities and extreme virtual tourism and the consequences including the consequences of sports culture, personal, social, and economic were determined in the coding paradigm.