CONSUMERS ARE THE DECISIVE FACTOR TO CREATE PRODUCT VALUE IN THE SPORTS EVENT MARKET, A STUDY OF SOCIALLY RESPONSIBLE ATTITUDES
The concept of creating consumer value based on social responsibility is not yet popular among sports organizations, which focus primarily on providing audiences with emotions and impressions from sports competitions. However, participating in solving social problems can be a source of value, because more and more consumers are not only interested in satisfying their own enjoyment needs, but they also value protecting the environment or helping those in need. Since the issue of the effect of social responsibility on consumer value generated in the sports sector has not so far been of great interest, there appears to be a serious research gap in the Current awake. This study presents the results of an online survey conducted on a sample of 305 respondents, to determine the extent to which the social participation of sporting event organizers raises the price. value of these events for consumers. The survey confirmed the existence of such a relationship, especially concerning people with high social sensitivity. At the same time, it was set that level. The acceptance of pro-social activity by organizers of sporting events depends on whether or not consumers participate. Organizing initiatives that do not require consumer participation will enjoy a higher level of support.