인문학
사회과학
자연과학
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예술체육학
복합학
DBpia AI
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AI 아이디어
AI 리더
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Citeasy
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커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2023.10
- 수록면
- 137 - 155 (19page)
- DOI
- 10.51979/KSSLS.2023.10.94.137
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DBpia Top 0.5%동일한 주제분류 기준으로최근 2년간 이용수 순으로 정렬했을 때
해당 논문이 위치하는 상위 비율을 의미합니다.
초록· 키워드
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 pruchasing 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.
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.
#green marketing
#pro-environmental value
#consumption intention
#Millennial-Z generation
#professional sports
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목차
- Ⅰ. 서론
- Ⅱ. 이론적 배경 및 연구가설
- Ⅲ. 연구 방법
- Ⅴ. 논의
- Ⅵ. 결론 및 제언
- 참고문헌
- ABSTRACT
참고문헌
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