What question did this study set out to answer?

This research explores how Islamic moral and spiritual beliefs influence motivations for fitness and promote continuous moral striving among gymgoers in Tunisia.

May 24, 2026Journal of Consumer Psychology

Repentance‐driven fitness: Moral striving in a Tunisian context

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Authors

HZHela Zouaoui RBRussell Belk VLVitor Lima

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Overview

Ethnography reveals how Islamic values influence fitness motivations and moral self-correction in Tunisia.

Key Points

This research explores how Islamic moral and spiritual beliefs influence motivations for fitness and promote continuous moral striving among gymgoers in Tunisia.
Conducted 13 months of ethnography in a Tunisian gym
Conducted 17 interviews with Muslim gymgoers
Analyzed moral and social dynamics in fitness practices
Gymgoers interpret fitness efforts through Tawba, integrating diet lapses and discomfort into cycles of moral self-correction.
Efforts are legitimized when perceived as sincere and modest, while attention-seeking activities are viewed negatively.
Coaches and peers play a key role in making fitness efforts socially understandable and morally justifiable.

Cite This Study

Zouaoui et al. (2026) studied this question.

synapsesocial.com/papers/6a12959d48a0ea1665671af4 https://doi.org/10.1002/jcpy.70028

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May 24, 2026Journal of Consumer Psychology

Repentance‐driven fitness: Moral striving in a Tunisian context

View Full Paper

Ask AI

Bookmark

Authors

HZHela Zouaoui RBRussell Belk VLVitor Lima

Discussion

Member takes

Overview

Ethnography reveals how Islamic values influence fitness motivations and moral self-correction in Tunisia.

Key Points

This research explores how Islamic moral and spiritual beliefs influence motivations for fitness and promote continuous moral striving among gymgoers in Tunisia.
Conducted 13 months of ethnography in a Tunisian gym
Conducted 17 interviews with Muslim gymgoers
Analyzed moral and social dynamics in fitness practices
Gymgoers interpret fitness efforts through Tawba, integrating diet lapses and discomfort into cycles of moral self-correction.
Efforts are legitimized when perceived as sincere and modest, while attention-seeking activities are viewed negatively.
Coaches and peers play a key role in making fitness efforts socially understandable and morally justifiable.

Cite This Study

Zouaoui et al. (2026) studied this question.

synapsesocial.com/papers/6a12959d48a0ea1665671af4 https://doi.org/10.1002/jcpy.70028

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