Meaningful Sports Consumption Behavior Influences the Production of Individual Eudaimonic Well-Being: The Chain-Mediated Role of Perceived Social Support and Perceived Self-Esteem

Well-being is an ordinary life goal that many people strive to achieve. Recently, there has been a growing interest in academic research on how consumption can enhance well-being. Hedonic sports consumption, which is associated with positive emotions, can positively impact an individual’s subjective well-being by providing both physical and mental enjoyment and relieving the stresses of everyday life. However, there is a need for more comprehensive research on the mechanisms that connect meaningful sports consumption behaviors, which may also be accompanied by negative emotions, to the mental health of individuals. Therefore, the primary objective of this study was to explore the potential mechanisms of meaningful sports consumption behaviors and eudaimonic well-being in individual mental health. Based on the SOR theory, this study develops a comprehensive conceptual model to examine the impact of sports consumption behavior on individuals’ eudaimonic well-being. The study’s results indicate that engaging in meaningful sports consumption behaviors can positively influence individuals’ eudaimonic well-being. Additionally, the study finds that perceived social support and perceived self-esteem among sports consumers significantly and positively impact their eudaimonic well-being. Finally, the study reveals that perceived social support and perceived self-esteem mediate the pathway through which meaningful sports consumption behaviors affect eudaimonic well-being. These findings contribute to our understanding of how to enhance sports consumers’ eudaimonic well-being and promote meaningful sports consumption behaviors. Therefore, it is recommended that sports marketers focus on providing meaningful sports service offerings, fostering consumer–society connections, and increasing respect and appreciation for consumers. These marketing insights can be valuable in promoting positive sports consumption experiences.