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

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.