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 proenvironmental 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.
Key Words：green marketing, pro-environmental value, consumption intention, Millennial-Z generation, professional sports
링크 : https://www.dbpia.co.kr/journal/articleDetail?nodeId=NODE11606926
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