Identity and values of street runners: a study based on the means-end chain theory

Abstract

This study emphasizes the contributions of the means-end chain theory to understanding the relationship between attributes-consequences-values (A-C-V) and the identities of individuals participating in street running, a sporting practice that has been gaining followers in Brazil. The objective is to understand how the choice of street running rather than other sporting activities influences the identity reconstruction of its practitioners through A-C-V relationships. The study is qualitative and was conducted in accordance with the guidelines of the means-end chain theory, with data collected on 22 street runners analysed using the laddering technique. The results indicate that by identifying with street running, the runners mainly seek the values of pleasure and achievement. Street running is also marked by the attribute of collective (but also individual) practice. This flexibility of choice is reflected in how the runners relate attributes, consequences, and values in street-running consumption practices.