2024巴黎奧運廣告對Z世代綠色品牌態度與再購意願之 影響－價值共創體驗的中介效果

Abstract

在運動賽事特殊背景之下，如何透過廣告宣傳喚起消費者對企業綠色品牌屬性的認同，已成為當前組織實踐永續發展的重要課題。特別是 Z 世代具有高度環保意識且消費力崛起的重要族群，其對綠色品牌態度及後續行為意向之轉化機制，值得深入探討。然而，過往研究多數以賽事組織角度檢視綠色行銷之單方面成效，鮮少以觀賞者觀點探討綠色品牌態度對於後續正向行為的影響歷程。因此，本研究嘗試整合服務主導邏輯與計畫行為理論，以探究綠色行銷在 Z 世代行為中的作用機制。本研究旨在探討 2024 年巴黎奧運官方綠色廣告與一般廣告不同條件介入下，對於 Z 世代觀賞者綠色品牌態度的影響差異，同時檢驗價值共創體驗在綠色品牌態度與再購意願關係中的中介角色。研究一 (n = 102) 採用準實驗法，選定 2024 年巴黎奧運兩部官方宣傳影片做為實驗工具，以問卷調查衡量廣告變項操作效果及其對綠色品牌態度的影響差異。研究二 (n = 408) 進一步探究不同廣告介入下，Z 世代觀賞者的綠色品牌態度是否透過價值共創體驗間接影響其再購意願。研究結果顯示，綠色廣告能顯著提升 Z 世代觀賞者的綠色品牌態度，且價值共創體驗在綠色品牌態度與再購意願之間具有部分中介效果，尤其在實驗組的關聯強度與中介效果均顯著高於控制組。本研究成果期望擴展綠色行銷理論在 Z 世代消費行為中之應用，並整合服務主導邏輯與計畫行為理論之立論框架，提供運動賽事組織實踐永續發展策略之參考依據。In the special context of sporting events, how to evoke consumers' perception of corporate green brand attributes through advertising has become a key focus for organizations under the current trend of sustainable development goals. Generation Z, as an important demographic with heightened environmental awareness and emerging purchasing power, deserves in-depth exploration regarding the formation of their green brand attitudes and the mechanisms underlying their subsequent behavioral intentions. However, previous research has predominantly examined the unilateral effectiveness of green marketing from corporate perspectives, with limited exploration of the potential mechanisms in the process of how green brand attitudes lead to subsequent positive behaviors from the consumer perspective. Therefore, this study attempts to integrate the theoretical frameworks of Service-Dominant logic and the Theory of Planned Behavior to comprehensively investigate the mechanisms of green marketing in Generation Z's sporting event viewers behavior. This study aims to explore the differential effects of the 2024 Paris Olympics official green advertisements versus conventional advertisements on Generation Z viewers' green brand attitudes, and to examine the mediating role of value co-creation experience in the relationship between green brand attitudes and repurchase intentions. Study 1 (n = 102) employed a quasi-experimental design, using two official promotional videos from the 2024 Paris Olympics as experimental tools, with questionnaire surveys measuring the operational effectiveness of advertising variables and their differential effects on Generation Z viewers' green brand attitudes. Study 2 (n = 408) further investigated whether Generation Z viewers' green brand attitudes indirectly influence their repurchase intentions through value co-creation experience under different advertising interventions. The results show that green advertisements are more effective in enhancing Generation Z viewers' green brand attitudes, and value co-creation experience plays a partial mediating role between green brand attitudes and repurchase intentions, with the experimental group showing significantly stronger associations and mediating effects than the control group. The findings of this study are expected to expand the application of green marketing theory in Generation Z viewers behavior, integrate the theoretical frameworks of Service-Dominant logic and the Theory of Planned Behavior, and provide references for sporting event organizations to effectively implement sustainable development benefits targeting Generation Z.