Understanding the Lack of Diversity in Sport Consumer Behavior Research

Sport consumer behavior researchers have developed a robust understanding of how and why people consume sport, the consequences consumption. There has been little reflection, however, on settings or populations used to study consumers develop theory. In acknowledging importance diversity, equity, inclusion advance both theory practice, authors conducted scoping review diversity in sport research, focusing four management journals. The revealed widespread lack with most studies men’s highly commercialized settings. Furthermore, participants often identify as White men, middle-aged young, educated, at least some disposable income. Leveraging an institutional work lens, address taken-for-granted norms that may contributed these trends propose solutions.