Overall participation rates in physical activity across the UK have remained relatively static since the mid 1980s, with attendant causes for concern about the inequality of participation rates amongst various target groups that may be worthy of specific investigation. Behaviour change models from the fields of leisure studies, consumer behaviour and social psychology offer conceptualisation of a notion of exchange underpinning the expectancy-value process, noting that, in order to facilitate a voluntary exchange there needs to be a value proposition that induces action and/or motivates effort from the consumer. It is therefore reasonable to assume that such value expectations will also influence health behaviour intentions.
This paper therefore aims to offer a more developing understanding of the drivers, constraints and experiential consumption values underpinning participation in physical activity. Results suggest that, rather than focusing on the social and altruistic values of behavioural changes, and given that the functional value of participation is already well-known (if not always acted upon) through social marketing campaigns’ educational efforts and through the media, it may be worth policymakers and leisure service providers focusing more on highlighting the emotional benefits to be gained, especially when targeting women to increase their participation in physical activit
