친환경 가치관이 프로스포츠 그린마케팅과 관람만족에 미치는 영향 : MZ세대 소비자를 중심으로

초록

This research was conducted to empirically investigate the influence of consumers' pro-environmental values on their responses toward the green marketing of professional sports. This study also aimed to examine the impacts of green marketing on the spectator satisfaction of environmentally conscious consumers. Data were collected from Millennial-Z generation consumers, who are known for their pro-environmental characteristics. 862 samples were used for the empirical analysis. Frequency analysis, reliability analysis, confirmatory factor analysis, correlation analysis, and structural equation modeling analysis were performed. The statistical results of this research were as follows: First, consumers' pro-environmental values had positive influences on both awareness and satisfaction with green marketing. Second, awareness of green marketing showed a positive effect on satisfaction of green marketing. Third, both awareness and satisfaction had a positive impact on spectator satisfaction. The findings show that the green marketing of professional sports can be useful to attract environmentally conscious consumers. The results also show that the green marketing of professional sports can effectively enhance the spectating experience of those consumers. This study emphasizes the importance of green marketing in professional sports and provides academic and practical implications.

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