Desired Drivers of the Future of Sport Consumer Behavior

Purpose: Understanding the factors that influence consumer behavior is crucial for enhancing marketing strategies of companies and organizations. The present study aims to identify the factors influencing future in relation to sports consumer behavior.Methodology: This is descriptive-analytical applied research conducted using future research methods. The statistical population comprises sports marketing professors with experience in both scientific and executive activities related to consumer behavior. The samples (n = 20) were selected using a purposive sampling method. To identify the issues that affect the desired drivers for the future of sports consumer behavior, the above professors were interviewed.Findings: The results showed that 24 factors influence the future of sports consumer behavior. Also, "economic situation in society", "smart development of shopping cart for the proposed budget", "development of cause-effect model for choosing the right place to offer sports products", and "lifestyle" are known as the most desirable future-related drivers of sports consumer behavior due to their high importance and high uncertainty.Originality: It is necessary to consider them in the future and develop possible future scenarios.