Active leisure: an investigation of active participants’ shopping, purchase and behavioural loyalty for physical activity apparel

Physical activity is increasingly occupying individuals’ leisure time. Due to this increased participation in physical activity, active apparel is today’s most rapidly growing apparel sector. In light of this trend, this research developed and tested a model to understand how consumers shop (i.e. shopping styles) for their physical activity apparel and what factors lead to their purchase of and behavioural loyalty towards such apparel. Based on survey data from active consumers (n = 303), structural equation modeling results show that decision-making styles impact attitudes and that these attitudes accounted for the actual purchase of and subsequent satisfaction with physical activity apparel. Satisfaction, in turn, leads to higher behavioural loyalty towards physical activity apparel. Based on the findings, implications and suggestions for future research are presented