Author: Paula Kearns, Nottingham Trent University and Dr Heather Skinner, University of South Wales

Day Two – Wednesday 26th June

Strand – Health & Well Being

Session Four: 9.30am – 11am

Given the prevalence of inactivity among the adult population, it is anticipated that the greatest public health benefits will come from decreasing the number of individuals living a sedentary lifestyle. The inactivity status-quo is not therefore acceptable, as Henry Ford said ‘if we keep on doing what we have always done, we will always get what we have always got’. It is therefore essential that new thinking, from a different perspective is needed to readdress the general apathy and inequalities that exist with regard to being physical activity (Fahey et al., 2004; Sport England, 2009; Sport Scotland, 2006; Sports Council for Wales, 2005).

This research is central to this ‘new thinking’. The Sport & Physical Activity Value (S&PAVAL) Model is a significant contribution towards understanding what ‘it’ is that adult’s value from being physically active, allowing policy-makers and leisure providers to present physical activity opportunities to both new and existing audiences that add value and make sense in their everyday life (Holt, 2003; Zainuddin et al., 2011; Andreasen, 2012).

Our results show that altruistic value was ranked 3rd highest of all 8 consumption values by active adults, following firstly motivations to participate in physical activity to be healthy, and secondly to avoid ill-health. Engaging altruistic consumption values could be highly relevant to social marketing campaigns that target adults who would be motivated to change their behaviour and become more physical active in order to contribute to their own wellbeing and that of the nation.

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