IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v17y2025i9p4216-d1650549.html
   My bibliography  Save this article

The Effect of Green Marketing Mix on Outdoor Brand Attitude and Loyalty: A Bifactor Structural Model Approach with a Moderator of Outdoor Involvement

Author

Listed:
  • Xiaoze Liu

    (Department of Marine Sports, Pukyong National University, Daeyeon Campus, Busan 48513, Republic of Korea)

  • Daehwan Kim

    (Department of Marine Sports, Pukyong National University, Daeyeon Campus, Busan 48513, Republic of Korea)

Abstract

This study aims to explore the impact of the green marketing mix (at the macro and micro level) implemented by outdoor brands on the attitudes and brand loyalty of Millennial and Generation Z (MZ generation) consumers toward these outdoor brands. Additionally, it seeks to examine the moderating effect of MZ generation consumers’ involvement in outdoor activities on the relationship between the green marketing mix (macro level) and brand attitudes. Using a cross-sectional research design, a quota random sampling method was employed to extract a sample of 500 MZ generation consumers who had purchased an outdoor brand at least once in South Korea. To evaluate the reliability and validity of the measurement model, a confirmatory factor analysis was conducted, followed by a bifactor structural model analysis with a moderator of outdoor involvement to test the hypotheses. The results indicate that the green marketing mix implemented by outdoor brands had a significantly positive effect on consumers’ attitudes toward outdoor brands. Specifically, green products, green pricing, and green promotion positively influenced consumers’ attitudes toward outdoor brands. Furthermore, the level of involvement in outdoor activities significantly moderated the effect of the green marketing mix on brand attitudes. Notably, the higher the MZ generation’s involvement in outdoor activities, the stronger the impact of the green marketing mix on their attitudes toward outdoor brands. Finally, brand attitudes were found to have a significant positive effect on brand loyalty. Based on these findings, meaningful theoretical and practical implications are discussed.

Suggested Citation

  • Xiaoze Liu & Daehwan Kim, 2025. "The Effect of Green Marketing Mix on Outdoor Brand Attitude and Loyalty: A Bifactor Structural Model Approach with a Moderator of Outdoor Involvement," Sustainability, MDPI, vol. 17(9), pages 1-21, May.
    • Handle: RePEc:gam:jsusta:v:17:y:2025:i:9:p:4216-:d:1650549
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/17/9/4216/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/17/9/4216/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Ashford C. Chea, 2024. "Green Marketing and Consumer Behavior: An Analytical Literature Review and Marketing Implications," Business and Economic Research, Macrothink Institute, vol. 14(2), pages 78-92, December.
    2. Wichmann, Julian R.K. & Uppal, Abhinav & Sharma, Amalesh & Dekimpe, Marnik G., 2022. "A global perspective on the marketing mix across time and space," International Journal of Research in Marketing, Elsevier, vol. 39(2), pages 502-521.
    3. Balween Kaur & Veer P. Gangwar & Ganesh Dash, 2022. "Green Marketing Strategies, Environmental Attitude, and Green Buying Intention: A Multi-Group Analysis in an Emerging Economy Context," Sustainability, MDPI, vol. 14(10), pages 1-16, May.
    4. Chipo Mukonza & Ilze Swarts, 2020. "The influence of green marketing strategies on business performance and corporate image in the retail sector," Business Strategy and the Environment, Wiley Blackwell, vol. 29(3), pages 838-845, March.
    5. Zhongfu Tan & Burhan Sadiq & Tayyeba Bashir & Hassan Mahmood & Yasir Rasool, 2022. "Investigating the Impact of Green Marketing Components on Purchase Intention: The Mediating Role of Brand Image and Brand Trust," Sustainability, MDPI, vol. 14(10), pages 1-15, May.
    6. Kim, Keysuk, 2002. "Output sector munificence and supplier control in industrial channels of distribution: a contingency approach," Journal of Business Research, Elsevier, vol. 55(6), pages 427-440, June.
    7. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    8. Aseem Prakash, 2002. "Green marketing, public policy and managerial strategies," Business Strategy and the Environment, Wiley Blackwell, vol. 11(5), pages 285-297, September.
    9. S. Brent Jackson & Kathryn T. Stevenson & Lincoln R. Larson & M. Nils Peterson & Erin Seekamp, 2021. "Outdoor Activity Participation Improves Adolescents’ Mental Health and Well-Being during the COVID-19 Pandemic," IJERPH, MDPI, vol. 18(5), pages 1-18, March.
    10. Andreas Klein & Helfried Moosbrugger, 2000. "Maximum likelihood estimation of latent interaction effects with the LMS method," Psychometrika, Springer;The Psychometric Society, vol. 65(4), pages 457-474, December.
    11. Barbara Carroll & Aaron Ahuvia, 2006. "Some antecedents and outcomes of brand love," Marketing Letters, Springer, vol. 17(2), pages 79-89, April.
    12. Frauke Sander & Ulrich Föhl & Nadine Walter & Vera Demmer, 2021. "Green or social? An analysis of environmental and social sustainability advertising and its impact on brand personality, credibility and attitude," Journal of Brand Management, Palgrave Macmillan, vol. 28(4), pages 429-445, July.
    13. Deimena Kiyak & Rasa Grigoliene, 2023. "Analysis of the Conceptual Frameworks of Green Marketing," Sustainability, MDPI, vol. 15(21), pages 1-20, November.
    14. Jun Zou & Yifan Tang & Ping Qing & Han Li & Amar Razzaq, 2021. "Donation or Discount: Effect of Promotion Mode on Green Consumption Behavior," IJERPH, MDPI, vol. 18(4), pages 1-13, February.
    15. Shuyi Wang & Daizhong Su, 2022. "Sustainable Product Innovation and Consumer Communication," Sustainability, MDPI, vol. 14(14), pages 1-19, July.
    16. Ying-Kai Liao & Wann-Yih Wu & Thi-That Pham, 2020. "Examining the Moderating Effects of Green Marketing and Green Psychological Benefits on Customers’ Green Attitude, Value and Purchase Intention," Sustainability, MDPI, vol. 12(18), pages 1-19, September.
    17. Michael Fuchs & Gregor Hovemann, 2022. "The Circular Economy Concept in the Outdoor Sporting Goods Industry: Challenges and Enablers of Current Practices among Brands and Retailers," Sustainability, MDPI, vol. 14(13), pages 1-20, June.
    18. Yoo, Boonghee & Donthu, Naveen, 2001. "Developing and validating a multidimensional consumer-based brand equity scale," Journal of Business Research, Elsevier, vol. 52(1), pages 1-14, April.
    19. Neringa Vilkaite-Vaitone & Ilona Skackauskiene & Gonzalo Díaz-Meneses, 2022. "Measuring Green Marketing: Scale Development and Validation," Energies, MDPI, vol. 15(3), pages 1-17, January.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Eelen, Jiska & Özturan, Peren & Verlegh, Peeter W.J., 2017. "The differential impact of brand loyalty on traditional and online word of mouth: The moderating roles of self-brand connection and the desire to help the brand," International Journal of Research in Marketing, Elsevier, vol. 34(4), pages 872-891.
    2. Muhammad Yaseen Bhutto & Yasir Ali Soomro & Hailan Yang, 2022. "Extending the Theory of Planned Behavior: Predicting Young Consumer Purchase Behavior of Energy-Efficient Appliances (Evidence From Developing Economy)," SAGE Open, , vol. 12(1), pages 21582440221, February.
    3. Onwezen, Marleen C. & Antonides, Gerrit & Bartels, Jos, 2013. "The Norm Activation Model: An exploration of the functions of anticipated pride and guilt in pro-environmental behaviour," Journal of Economic Psychology, Elsevier, vol. 39(C), pages 141-153.
    4. Jahanvi, Jahanvi & Sharma, Meenakshi, 2021. "Brand respect: Conceptualization, scale development and validation," Journal of Business Research, Elsevier, vol. 132(C), pages 115-123.
    5. Chatterjee, Sheshadri & Chaudhuri, Ranjan & Vrontis, Demetris, 2023. "Masstige marketing: An empirical study of consumer perception and product attributes with moderating role of status, emotion, and pride," Journal of Business Research, Elsevier, vol. 155(PA).
    6. Danial Esmaelnezhad & Mohammad Dana Lagzi & Jurgita Antucheviciene & Shide Sadat Hashemi & Sina Khorshidi, 2023. "Evaluation of Green Marketing Strategies by Considering Sustainability Criteria," Sustainability, MDPI, vol. 15(10), pages 1-22, May.
    7. Heesup Han & Hyoungeun Moon & Antonio Ariza-Montes & Soyeun Lee, 2020. "Sensory/Health-Related and Convenience/Process Quality of Airline Meals and Traveler Loyalty," Sustainability, MDPI, vol. 12(3), pages 1-15, January.
    8. Newton, Joshua D. & Tsarenko, Yelena & Ferraro, Carla & Sands, Sean, 2015. "Environmental concern and environmental purchase intentions: The mediating role of learning strategy," Journal of Business Research, Elsevier, vol. 68(9), pages 1974-1981.
    9. Xie Ling & Muhammad Faisal Shahzad & Zia ul Abrar & Jamshid Khan Khattak, 2021. "Determinants of the Intention to Purchase Branded Meat: Mediation of Brand Trust," SAGE Open, , vol. 11(3), pages 21582440211, July.
    10. Fernando Oliveira Santini & Wagner Junior Ladeira & Claudio Hoffmann Sampaio & Diego Costa Pinto, 2018. "The brand experience extended model: a meta-analysis," Journal of Brand Management, Palgrave Macmillan, vol. 25(6), pages 519-535, November.
    11. Magdalena Grębosz-Krawczyk & Agnieszka Zakrzewska-Bielawska & Sylwia Flaszewska, 2021. "From Words to Deeds: The Impact of Pro-Environmental Self-Identity on Green Energy Purchase Intention," Energies, MDPI, vol. 14(18), pages 1-17, September.
    12. Munyaradzi W. Nyadzayo & Civilai Leckie & Lester W. Johnson, 0. "The impact of relational drivers on customer brand engagement and brand outcomes," Journal of Brand Management, Palgrave Macmillan, vol. 0, pages 1-18.
    13. Slaton, Kelcie & Testa, Danielle & Bakhshian, Sonia & Fiore, Ann Marie, 2020. "The small, inventory free retail format: The impact on consumer-based brand equity and purchase behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    14. Sreen, Naman & Dhir, Amandeep & Talwar, Shalini & Tan, Teck Ming & Alharbi, Fatimah, 2021. "Behavioral reasoning perspectives to brand love toward natural products: Moderating role of environmental concern and household size," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    15. Dongmei Zha & Pantea Foroudi & T. C. Melewar & Zhongqi Jin, 2025. "Examining the Impact of Sensory Brand Experience on Brand Loyalty," Corporate Reputation Review, Palgrave Macmillan, vol. 28(1), pages 14-42, February.
    16. Seger-Guttmann, Tali, 2019. "Customers' irrational beliefs: Scale development and validation," Journal of Retailing and Consumer Services, Elsevier, vol. 49(C), pages 54-66.
    17. Moritz Jörling & Robert Böhm & Stefanie Paluch, 2020. "Mechanisms and Consequences of Anthropomorphizing Autonomous Products," Schmalenbach Business Review, Springer;Schmalenbach-Gesellschaft, vol. 72(4), pages 485-510, October.
    18. Neiba Neiba & N. Tejmani Singh, 2024. "Effect of Green Marketing, Green Consumption Values and Green Marketing Approaches on Organic Purchase Intention: Evidence from the Manipur," International Review of Management and Marketing, Econjournals, vol. 14(5), pages 18-31, September.
    19. Katarina Katja Mihelič & Barbara Culiberg, 2019. "Reaping the Fruits of Another’s Labor: The Role of Moral Meaningfulness, Mindfulness, and Motivation in Social Loafing," Journal of Business Ethics, Springer, vol. 160(3), pages 713-727, December.
    20. Rajumesh Sivarajah, 2024. "Exploring the impact of psychological and social factors on green consumer behaviour: a comprehensive review of green marketing tactics," SN Business & Economics, Springer, vol. 4(12), pages 1-26, December.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:17:y:2025:i:9:p:4216-:d:1650549. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.