Publication
Padel as a lifestyle innovation : an integrated analysis of adoption drivers, social identity and experience staging among generation Z in Germany
| Summary: | This thesis examines how Generation Z consumers in Germany adopt padel tennis as a lifestyle- and experience-based sport, and why it diffuses rapidly despite infrastructure constraints. Using Diffusion of Innovations (DOI), Social Identity Theory (SIT), and the Experience Economy (EE), the study tests hypotheses on adoption and continuance drivers. A mixed-method design was applied, combining 10 exploratory interviews with a Qualtrics survey of N = 101 active Gen Z padel players (plus a small non-player branch for context). Findings show that diffusion is mainly driven by low perceived complexity, high hedonic value, lifestyle/social compatibility, and community identification, with event experiences further strengthening attachment. Observability is linked to symbolic trend value, while UGC versus influencer effects remain mixed. Infrastructure and cost barriers did not reduce playing frequency among current players, indicating a stronger constraint on market expansion than on ongoing usage. |
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| Main Authors: | Bilmoser, Felix |
| Subject: | Padel sport Gen z consumer behavior Sport adoption Emerging sports markets Sports marketing Lifestyle sports consumption Desporto de padel Comportamento do consumidor da geração z Adoção do desporto Mercados desportivos emergentes Marketing desportivo Consumo de desporto como estilo de vida |
| Year: | 2026 |
| Country: | Portugal |
| Document type: | master thesis |
| Access type: | embargoed access |
| Associated institution: | Universidade Católica Portuguesa |
| Language: | English |
| Origin: | Veritati - Repositório Institucional da Universidade Católica Portuguesa |
| Summary: | This thesis examines how Generation Z consumers in Germany adopt padel tennis as a lifestyle- and experience-based sport, and why it diffuses rapidly despite infrastructure constraints. Using Diffusion of Innovations (DOI), Social Identity Theory (SIT), and the Experience Economy (EE), the study tests hypotheses on adoption and continuance drivers. A mixed-method design was applied, combining 10 exploratory interviews with a Qualtrics survey of N = 101 active Gen Z padel players (plus a small non-player branch for context). Findings show that diffusion is mainly driven by low perceived complexity, high hedonic value, lifestyle/social compatibility, and community identification, with event experiences further strengthening attachment. Observability is linked to symbolic trend value, while UGC versus influencer effects remain mixed. Infrastructure and cost barriers did not reduce playing frequency among current players, indicating a stronger constraint on market expansion than on ongoing usage. |
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