Turkish yoga consumers' motivation: A scale development study

In the growing yoga market, the purchasing behavior of yoga consumers constitutes one of the important research areas. Turkey is a new market for yoga. Information on the reasons and motivations of consumers in this market for purchase of yoga-related services/products is quite limited. For this reason, this study aims to develop a valid and reliable scale to determine the motivations of yoga consumers in Turkey to participate in yoga. The study was structured based on the Scale Development Process. A three-stage process consisting of Item Development, Scale Development and Scale Evaluation was carried out. As a result of the study, a scale consisting of 5 dimensions and 24 items was obtained. The scale shows that yoga consumers in Turkey have intrinsic motivations related to escape and achievement and extrinsic motivations related to visibility, socialization and reference. We hope that the scale developed in this study will contribute to the field in terms of identifying and making sense of the motivations of yoga consumers in similar markets such as Turkey, where yoga is/will be newly developing.