MZ세대의 친환경 가치관이 소비의향에 미치는 영향 : 프로스포츠 구단의 그린마케팅 인식과 만족의 매개효과 (The Effects of Pro-environmental Value on Millennial-Z Generation’s Consumption Intention: The Mediating Roles of Professional Sports Teams’ Green Marketing Perception and Satisfaction)

서지정보

· 발행기관 : 한국사회체육학회
· 수록지 정보 : 한국사회체육학회지 / 94호 / 137 ~ 155페이지
· 저자명 : 최준서, 김필수, 이상현, 이고우리

초록

Purpose: With the rise of the Millennial-Z (MZ) Generation, who place a high value on sustainable consumption, the green marketing efforts of professional sports teams and leagues have become a burgeoning subject of interest. However, there is still remains a gap in empirical research that analyzes how the pro-environmental values of the MZ Generation influence consumer purchasing intentions through the development and implementation of green marketing strategies by professional sports teams.
Method: This study conducted an empirical analysis using a structural equation model, based on survey data collected from 862 professional sports fans who visited Jamsil Baseball Stadium between March 27th and May 1st, 2022.
Results: The empirical results of this study revealed that followng findings: (1) both green marketing awareness and green marketing satisfaction mediated the relationship between pro-environmental values and consumption intention, (2) pro-environmental values increased green marketing satisfaction even after considering green marketing awareness, and (3) pro-environmental values increased consumption intention of professional sports fans, even when taking into account green marketing awareness and green marketing satisfaction.
Conclusion: This study highlights the importance of validating the development and implementation of green marketing strategies by professional sports organizations, which ultimately have a positive effect on the consumption intentions of professional sports fans. This study also systematically analyzes the need for green marketing by professional sports organizations and suggests practical methods to increase consumption intention.

영어초록

Purpose: With the rise of the Millennial-Z (MZ) Generation, who place a high value on sustainable consumption, the green marketing efforts of professional sports teams and leagues have become a burgeoning subject of interest. However, there is still remains a gap in empirical research that analyzes how the pro-environmental values of the MZ Generation influence consumer purchasing intentions through the development and implementation of green marketing strategies by professional sports teams.
Method: This study conducted an empirical analysis using a structural equation model, based on survey data collected from 862 professional sports fans who visited Jamsil Baseball Stadium between March 27th and May 1st, 2022.
Results: The empirical results of this study revealed that followng findings: (1) both green marketing awareness and green marketing satisfaction mediated the relationship between pro-environmental values and consumption intention, (2) pro-environmental values increased green marketing satisfaction even after considering green marketing awareness, and (3) pro-environmental values increased consumption intention of professional sports fans, even when taking into account green marketing awareness and green marketing satisfaction.
Conclusion: This study highlights the importance of validating the development and implementation of green marketing strategies by professional sports organizations, which ultimately have a positive effect on the consumption intentions of professional sports fans. This study also systematically analyzes the need for green marketing by professional sports organizations and suggests practical methods to increase consumption intention.

참고자료

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