How value congruence affects fan consumption behaviour

This paper examines whether consumers holding certain ethical values demonstrate paralleled consumption behaviour when they perceive those same values in the businesses they patronise. Our study investigates whether this value congruence leads to greater levels of consumption in both number of items purchased and the amount spent. To explore this connection, we integrate a large customer survey (n=1925) with the sales records of a Premier League football club in the UK. We find that value congruence has a substantive impact upon consumption behaviour. This is a helpful finding for the role of values and ethical behaviour in business because it identifies a monetary incentive for businesses to reflect the moral values found in their customers.