Development of Sustainable Marathon Running: The Consumer Socialization Perspective

Abstract

The authors attempt to explain why the generally accepted models built on consumer socialization theory do not sufficiently capture supporting consumer socialization behavior. According to marketing literature, social interaction may influence consumer behavior. The purpose of this study is to understand the behavior of consumers engaged in marathon running. The authors use three types of consumer socialization constructed factors (intergenerational influences, peer influences, and traditional media) and examine their effects on event conformity. A total of 299 marathon runners who were runners in one or more marathon running responded to the survey. The findings highlight social interaction as an influence on the consumer behavior of those engaged in marathon running. Meanwhile, our support conformity moderated the relationship between the intergenerationally influenced and marathon running behavior in marathon events. The authors emphasize the importance of reflecting on different relationships (consumer-related skills, knowledge, and attitudes) in understanding supporting consumer socialization behavior.

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