International Journal of Human Movement and Sports Sciences Vol. 2(5), pp. 75 - 84
DOI: 10.13189/saj.2014.020501
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Buying Motives for Anabolic Supplements – An Analysis among German Recreational Athletes

Daniel Eberhard , Claudia Fantapié Altobelli ^*
Department of Economic and Social Sciences, Helmut-Schmidt-University (University of the Federal Armed Forces), Hamburg, 22043, Germany

ABSTRACT

The objective of this exploratory study was to gain first insights into the motives of recreational athletes for buying and consuming anabolic supplements. For this purpose we conducted a qualitative study among young males in Germany between April and May 2012. We used the means-end chain analysis as a methodological approach – a common qualitative research method to uncover buying motives through special in-depth interviews called “laddering”. The sample consisted of n=21 male recreational athletes aged from 21 to 28, all of whom engaged in resistance sports and miscellaneous other disciplines. The findings suggest that the economical use of resources, strive for appreciation amongst peers and by the opposite sex and reducing the risk of ineffective training are likely buying motives for this group.

KEYWORDS
Buying Motives, Nutritional Supplements, Sports Nutrition, Means-End Chains, Laddering

Cite This Paper in IEEE or APA Citation Styles
(a). IEEE Format:
[1] Daniel Eberhard , Claudia Fantapié Altobelli , "Buying Motives for Anabolic Supplements – An Analysis among German Recreational Athletes," International Journal of Human Movement and Sports Sciences, Vol. 2, No. 5, pp. 75 - 84, 2014. DOI: 10.13189/saj.2014.020501.

(b). APA Format:
Daniel Eberhard , Claudia Fantapié Altobelli (2014). Buying Motives for Anabolic Supplements – An Analysis among German Recreational Athletes. International Journal of Human Movement and Sports Sciences, 2(5), 75 - 84. DOI: 10.13189/saj.2014.020501.