Generation X Women: A Sports Consumption Community Perspective

Aviv Shoham
Gregory M. Rose
Frederic Kropp
Lynn R. Kahle

This paper examines the sports consumption community of Generation X women. Building on recent papers on consumption communtiies (Shoham & Kahle, 1996) and marketing sport services to Generation X (Turco, 1996), we propose that Generation X women (operationalized in this study as between the ages of 18 and 29) represent a distinct sport consumption community. Women from Generation X possess unique consumption interests and differ from other agegroups on opinion leadership for exercise and sport, personal values, and self-concept. The managerial and research implications arising from these findings are discussed.