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

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.

1. Introduction

Climate change and ecosystem destruction pose significant threats to human health and well-being [1]. Consequently, the importance placed on environmental protection has been increasing, and individuals are actively seeking ways to coexist with and connect to nature [2]. In particular, since the outbreak of COVID-19, outdoor activities have attracted greater attention and participation due to their ability to alleviate concerns about the natural environment [3]. In 2020, approximately 62% of adults worldwide increased their participation in outdoor activities, and participation rates exceeded 50% in developed countries such as Germany, the United Kingdom, the United States, and France, while outdoor activities in natural environments have also been gaining popularity in emerging economies, including China, South Africa, and India [4,5,6,7]. In line with this trend, the global outdoor market has experienced significant growth. In 2023, the global outdoor products market was valued at KRW 70.22 billion, and it is projected to reach KRW 129.1 billion by 2032, with an estimated compound annual growth rate (CAGR) of 7.0% from 2024 to 2032 [8].

A particularly noteworthy trend is that Millennials (born between 1980 and 1994) spend more time engaging in outdoor activities and consume more outdoor products, accounting for 42% of the market share in 2023 alone [9]. Additionally, Generation Z (born between 1995 and 2012) has been reported to prefer outdoor activities as a way to escape digital life [10]. Compared to other generations, Millennials and Generation Z (the MZ generation) exhibit a greater interest in environmental issues, tend to choose outdoor brands that align with their environmental values and beliefs and are more inclined toward green consumption [11]. These trends indicate that establishing a strong connection with the MZ generation, which comprises approximately 50% of the global population and accounts for 37.5% of global income, is crucial to the success of outdoor brands [12].

Due to the public’s heightened interest and enthusiasm for the natural environment and outdoor activities, as well as the fact that the outdoor business sector is highly dependent on the natural environment [13,14], many outdoor brands have embraced the principles of green, eco-friendly, sustainable development. For instance, outdoor brands such as Arc’teryx, Patagonia, REI, Salomon, and The North Face integrate their expertise in outdoor gear design, sustainable material innovation, and supply chain management with environmental protection efforts by minimizing carbon emissions and supporting environmental campaigns—thus setting a higher eco-friendly standard compared to conventional apparel brands [15]. Such approaches are vital to these companies’ marketability, as research indicates that 83% of consumers believe companies should take greater action toward environmental protection, 75% expect companies to help raise their environmental awareness, and 55% prioritize environmental factors as the primary criterion in their purchasing decisions [16]. These attitudes imply that green marketing has become a fundamental component of the outdoor industry, significantly influencing consumers’ buying behavior beyond being merely a short-term trend [17,18,19]. However, despite the high effectiveness of green marketing in the outdoor product industry, research on the specific and dynamic psychological mechanisms through which green marketing influences outdoor brand consumers remains limited [20,21,22].

The existing literature on outdoor brands has primarily focused on consumer behavior, factors influencing outdoor activity involvement, the design and fashion of outdoor apparel, and the functionality of outdoor clothing [23,24,25]. While the literature provides a fundamental understanding of the relationship between green marketing and outdoor brands, additional research is essential to comprehensively examine the integrated effects of green marketing and the specific impacts of its elements on consumer behaviors. Such research would serve as a foundation for establishing effective green marketing strategies [19].

In general, companies shape consumer perceptions of their brand through the green marketing mix [26], which directly influences brand attitudes and ultimately impacts brand loyalty [27,28,29,30,31]. Based on the traditional 4Ps of the marketing mix (product, price, place, and promotion), the green marketing mix—comprising green product, green price, green place, and green promotion—has been shown to significantly affect consumers’ attitudes toward “green” products and their subsequent purchase intentions [32,33]. From this perspective, examining both the macro-level effects of an integrated green marketing mix and the micro-level effects of its individual components on consumer attitudes toward outdoor brands and brand loyalty is of academic significance, as such an examination extends to existing research on green marketing and outdoor brands. Furthermore, from a practical standpoint, such research provides valuable strategic guidance for building long-term, positive relationships with outdoor brand consumers.

The study by Dargusch and Ward [34] provides a foundation from which other studies in this area can extend. Their research demonstrated that individuals who actively participate in outdoor activities tend to have greater concerns about environmental and business sustainability issues. Notably, the level of outdoor activity participation is conceptualized as outdoor activity involvement, which refers to the extent to which consumers actively engage in outdoor activities [35]. This involvement may serve as a meaningful moderating variable in the relationship between the green marketing mix and brand attitude. Specifically, consumers with higher outdoor activity involvement are more likely to exhibit a positive attitude toward eco-friendly brands, which, in turn, may lead to stronger brand loyalty. This suggests that outdoor brand consumers may respond differently to the green marketing mix depending on their level of outdoor activity involvement. Therefore, examining how consumers’ outdoor activity involvement moderates the impact of the green marketing mix on outdoor brand attitudes presents both academic and practical implications.

In line with the rationale behind the research discussed thus far, the current study aims to explore how the four elements of the green marketing mix (green product, green price, green place, and green promotion) influence the formation of outdoor brand attitudes among MZ generation consumers at both the macro level (integrated effect) and the micro level (individual effect). Furthermore, the present study seeks to examine the impact of brand attitudes on outdoor brand loyalty. Lastly, this study aims to investigate the moderating effect of outdoor activity involvement on the relationship between the integrated green marketing mix and outdoor brand attitudes. Through this investigation, this study intends to contribute a meaningful academic perspective to the body of knowledge regarding green marketing in the outdoor brand sector. It is additionally expected to provide marketing practitioners in the outdoor industry with valuable guidelines for establishing long-term consumer relationships through eco-friendly brand values.

2. Theoretical Background and Hypotheses Development

2.1. Green Marketing and the Marketing Mix (4Ps)

The concept of green marketing was first introduced by the American Marketing Association (AMA) between the late 1980s and early 1990s, along with related terms such as ecological marketing, environmental marketing, and sustainable marketing [36]. Unlike traditional marketing strategies that primarily focus on corporate profits, the emergence of green marketing stemmed from growing concerns about environmental issues [37]. In response to these concerns, green marketing aims to minimize the negative environmental impact of the strategic creation and promotion of products and services. Additionally, by enhancing the appeal of eco-friendly products, it fosters consumers’ positive perceptions of environmentally responsible companies and encourages green product purchases [38,39,40]. This approach to green marketing has been found to provide companies with a competitive advantage, enhance their financial performance, and improve consumer satisfaction [41,42,43]. Consequently, green marketing has become one of the most significant trends in modern business organizations [44].

Corporate green marketing activities can inherently influence the sustainability of the outdoor industry. Since outdoor activities depend on the natural environment, environmental degradation could hinder the sale of the clothing and equipment essential for various outdoor activities [14]. From this perspective, to ensure the sustainable development of the outdoor industry, relevant companies and brands must actively adopt green, eco-friendly, and sustainable strategies [45]. Reflecting this dynamic, compared to other industries, outdoor brands have been more proactive in terms of sustainability, and many scholars suggest that these brands can benefit from a positive halo effect resulting from such strategies [24,46]. For example, Patagonia has made environmental protection a core component of its marketing strategy, producing high-durability and high-quality outdoor apparel and equipment in a sustainable manner [47]. Through its green marketing efforts, Patagonia has successfully built an environmentally friendly brand image, gaining strong support from younger generations [47].

Generally, as intimated above, green marketing is implemented based on the marketing mix, with green products, green prices, green places, and green promotion serving as its core components [48,49]. The green marketing mix is defined as a method of designing and executing the traditional marketing mix in a way that minimizes negative environmental impacts while achieving the strategic and financial objectives of companies and brands [50]. Through the green marketing mix, companies and brands can not only maintain their existing eco-conscious consumer base but also attract new customers who may have relatively lower awareness of environmental issues. This approach allows businesses to contribute to environmental sustainability while simultaneously increasing their sales and achieving higher overall growth [51].

2.1.1. Green Product

The term “green product” is generally used synonymously with eco-friendly or environmentally sustainable products [52]. Shamdasani et al. [53] defined green products as those that do not cause environmental pollution or do not deplete natural resources and are either recyclable or contribute to environmental protection. In this study, outdoor green products are defined as outdoor products manufactured through environmentally friendly processes without toxic substances and certified as such by recognized institutions. Therefore, outdoor green products should not only be functionally satisfactory but also epitomize sustainability, social recognition, and safety [54]. For instance, according to Heggelund et al. [45], 90% of outdoor brands in the Scandinavian region (including Sweden, Norway, Finland, and Denmark) have adopted recycling practices, and nearly all outdoor products have implemented measures to reduce waste generation and hazardous chemicals. When consumers choose and use such green outdoor products, they contribute to addressing global environmental issues in their daily lives while also fostering a positive self-identity through environmentally responsible consumption [55,56].

2.1.2. Green Price

Among the various components of the green marketing mix, the pricing of eco-friendly products is considered a particularly important factor [57]. Green pricing refers to the pricing strategy for eco-friendly products, and due to their high environmental value, consumers are often required to pay a premium compared to conventional products [58,59]. In this study, an outdoor green price is defined as a premium price set in proportion to product quality and environmental impact, with the pricing process incorporating environmental costs and sustainability factors to enhance the product’s added value. While higher prices may initially seem counterproductive to generating sales, according to Arseculeratne and Yazdanifard [60], consumers generally prefer eco-friendly products and are willing to pay a higher price for them [61,62]. Additionally, Lindahl [63] argued that outdoor consumers are more willing to pay a premium for green apparel, reflecting their commitment to environmental responsibility and recognition of the value of green outdoor products. Menon and Menon [64], however, emphasized that green pricing is not solely driven by environmental benefits, as most consumers are only willing to pay a premium when they perceive additional value (e.g., quality, functional performance). For instance, an outdoor jacket made from recycled materials may be technically sustainable, but if consumers associate it with lower durability or inferior performance, they may not perceive added value, which makes them less willing to pay a premium. As a consequence, in the outdoor product category, high functionality, quality, and durability are essential in making consumers generally more inclined to accept higher costs [65]. In particular, the additional value of outdoor products (e.g., sustainable materials) aligns well with the demands of outdoor activities, suggesting that green pricing plays a crucial role in shaping consumer behavior and decision-making among outdoor brand consumers.

2.1.3. Green Place

In general, green place refers to environmentally friendly distribution channels and strategies, emphasizing the delivery of products and services to customers while minimizing negative environmental impacts [66]. This approach ensures that products are efficiently distributed from manufacturers to end consumers, with a strong emphasis on environmental protection [67]. Green place strategies encompass factors such as channel selection, distribution methods, and facility location decisions [68,69,70]. Key examples of green place strategies include the establishment of eco-friendly logistics systems, sustainable store operations, digital and contactless distribution, and distribution models based on the sharing (rental-based access to products) and circular economy (reuse and recycling across the product lifecycle). In this study, outdoor green place comprises activities that facilitate the delivery of outdoor products to consumers while prioritizing environmental sustainability. Relatedly, Wang et al. [25] argued that the outdoor industry is highly regarded for supporting and promoting sustainable production and distribution processes. By effectively integrating each stage of the green place strategy, outdoor brands can enhance the environmental sustainability of their logistics operations while reinforcing consumers’ environmental awareness and green consumption experiences [71]. Moreover, optimizing green place strategies enables green products to enter the market with lower environmental costs, contributing to a stronger competitive position for brands within the eco-friendly market landscape [72].

2.1.4. Green Promotion

Green promotion refers to marketing activities in which companies communicate eco-friendly values through advertising, public relations, and sales promotions. These efforts encourage consumers to make environmentally responsible choices while conveying the company’s commitment to sustainability [14,70,73]. Typically, companies and brands implement green promotion through green advertising, eco-friendly public relations activities, green sales promotions, and consumer engagement in environmental campaigns [74,75]. In this study, outdoor brand green promotion is conceptualized as marketing activities in which outdoor brands utilize communication strategies to inform consumers about their environmental protection efforts and achievements. According to previous studies [76,77,78,79,80], using green promotion to publicize the benefits of green products has a positive influence on consumer engagement and behavior. Particularly in the case of outdoor brands, advertising with eco-friendly and green themes can help companies fulfill their social responsibility and establish an ethical corporate image [81]. Additionally, green promotion can raise consumer awareness of green outdoor products while providing an opportunity for enhancing outdoor activity involvement and environmental consciousness among consumers.

2.2. Signaling Theory in Green Marketing and Brand Attitude

Signaling theory, which explains the communication process between companies and consumers, originated from research in information economics in the 1970s [82] and has since been widely applied in the field of marketing [83]. Specifically, Huh and Kim [84] noted that most economists and businesses utilize signaling theory in green marketing to convey information concerning firms’ environmental efforts. As a result, signaling theory is widely recognized in the green marketing literature and serves as a useful theoretical framework for understanding the prerequisites that drive consumers’ green consumption behaviors [85,86]. Signaling theory consists of three key components: the signal sender, the signal, and the signal receiver [87,88]. In this context, a “signal” refers to the information that companies transmit to influence consumer decision-making [89]. When there is a discrepancy in the information possessed by two parties, information asymmetry occurs [90]. According to signaling theory [91], in markets characterized by information asymmetry, signal senders (i.e., companies and brands that possess information) help facilitate consumer decision-making by transmitting credible signals to signal receivers (i.e., consumers with limited information).

From this theoretical perspective, if outdoor brands (information holders) fail to provide sufficient information about their green products, potential consumers (information seekers) may find it difficult to obtain relevant details and make objective evaluations during the product assessment process. This dynamic leads to information asymmetry between outdoor brands and potential consumers [92]. In such situations, outdoor brands can mitigate information asymmetry by utilizing the green marketing mix elements to effectively communicate information, stimulate consumer interest, needs, and behaviors, and ultimately generate favorable consumer responses and outcomes [43]. For instance, eco-certification labels on products (e.g., USDA Organic, FSC, Energy Star) act as credible signals, shaping consumers’ positive brand attitudes [93]. Similarly, the higher price of eco-friendly products serves as a “premium quality signal”, implying superior quality and leading to favorable consumer attitudes [94]. Additionally, green place strategies, such as operating zero-waste stores, allow consumers to directly experience sustainable consumption, further reinforcing their positive attitudes toward the brand [95]. Likewise, green promotions, such as encouraging participation in eco-friendly challenges, foster voluntary consumer engagement and enhance positive brand attitudes [96]. Based on these factors, the following research hypotheses have been developed:

H1. 

The integrated green marketing mix (macro level) will have a positive effect on outdoor brand attitudes.

H1-1. 

Green products will have a positive effect on outdoor brand attitudes.

H1-2. 

Green prices will have a positive effect on outdoor brand attitudes.

H1-3. 

Green places will have a positive effect on outdoor brand attitudes.

H1-4. 

Green promotion will have a positive effect on outdoor brand attitudes.

2.3. The Moderating Effect of Outdoor Activity Involvement

The elaboration likelihood model, developed by Petty and Cacioppo [97], serves as a key theoretical framework for explaining the mechanisms of communication and persuasion across various fields, including marketing and social psychology [98,99,100]. This model is primarily used to describe how individuals process persuasive information and how their attitudes are formed and changed depending on whether they process persuasive information through the central route or the peripheral route [97]. Specifically, the two routes are distinguished based on the depth of information processing: The central route involves attitude formation based on information and strong arguments directly related to the evaluation target, while the peripheral route relies on less relevant, superficial information [101]. Furthermore, the central route entails more deliberate cognitive processing, with individuals systematically evaluating the validity of an argument [102], whereas the peripheral route generally involves less cognitive effort [103]. The choice between these two routes depends on an individual’s motivation and ability to deeply evaluate persuasive information [97]. In particular, when an individual possesses high motivation and cognitive ability, they are more likely to process information via the central route, leading to stronger persuasive effects when the information is based on objective data. Conversely, when their motivation or cognitive ability is low, individuals are more likely to process information superficially via the peripheral route [104,105].

The degree of an individual’s motivation and ability to process information on a particular issue can be conceptualized as involvement, which refers to the level of importance and interest an individual places on a given topic [106]. According to Nagar [107], the involvement level determines which processing route is activated—individuals with high involvement tend to focus on key information directly related to an issue, whereas those with low involvement tend to focus on superficial and peripheral information. McAlister and Bargh [108] further suggested that consumers with high involvement form positive attitudes when exposed to direct, objective arguments, while low-involvement consumers develop positive attitudes based on attractive peripheral cues. In other words, highly involved consumers evaluate a brand deeply based on information quality, whereas low-involvement consumers form brand attitudes based on peripheral cues, such as source attractiveness and electronic word-of-mouth (eWOM), rather than engaging in deep information processing [109].

In the outdoor industry, outdoor activity involvement refers to an individual’s interest in outdoor activities or the perceived importance of outdoor activities in their self-identity. Carter (2009) [110] suggested that individuals who are highly engaged in outdoor activities are more likely to participate in environmental protection efforts. Due to their greater concern for environmental issues, these individuals are also more likely to exhibit green purchasing behaviors [20]. Therefore, consumers with high outdoor activity involvement are more likely to activate the central route when evaluating an outdoor brand’s green marketing efforts, leading to a stronger impact of the green marketing mix on their brand attitudes compared to those of low-involvement consumers [97,111,112]. Accordingly, the following research hypothesis has been proposed:

H2. 

The higher the level of outdoor activity involvement, the stronger the effect of the integrated green marketing mix on outdoor brand attitudes.

2.4. Brand Attitude and Brand Loyalty

Brand loyalty, a key indicator of a company’s long-term success in a highly competitive market, refers to a consumer’s tendency to consistently prefer and repurchase a particular brand and is typically classified into attitudinal loyalty and behavioral loyalty [113,114]. Behavioral loyalty refers to repeated purchasing behavior around a specific brand [115], whereas attitudinal loyalty is based on a consumer’s strong preference and emotional attachment to a brand, extending beyond repeat purchases to active brand advocacy [116]. Based on this distinction, this study defines outdoor brand loyalty as active support for an outdoor brand and the intention to purchase the brand in the future.

In general, a positive brand attitude is considered a significant precursor to brand loyalty. Brand attitude refers to a consumer’s overall evaluation of or emotional response to a particular brand [117]. According to the theory of planned behavior, attitudes toward a specific object or behavior influence behavioral intentions, which ultimately translate into actual behavior [118]. Underscoring this connection, Carroll and Ahuvia [119] found that when consumers develop an emotional attachment to a brand, their brand loyalty is strengthened. In other words, brand attitude serves as a fundamental basis for purchase intentions and brand selection behavior [120]. In line with this notion, numerous studies have consistently indicated that brand attitude has a significant positive effect on brand loyalty [89,121,122,123]. Therefore, the following research hypothesis has been developed:

H3. 

Outdoor brand attitude will have a positive effect on outdoor brand loyalty.

Based on the hypotheses developed thus far, the following research model has been developed (Figure 1):

3. Methods

3.1. Research Design and Participants

To test the proposed hypotheses and research model, a cross-sectional research design was employed for data collection. The target population consisted of MZ generation consumers, specifically those who had purchased outdoor brand products at least once. To ensure data accuracy, an online survey was conducted by a professional research company https://www.embrain.com/ (accessed on 13 August 2024) from 14 August to 19 August 2024. The company employed a rigorous sampling technique based on 17 geographic regions of South Korea and key demographic characteristics to select participants. Data collection was carried out using a quota-based random sampling method, stratified by gender (250 males and 250 females) and generation (250 Millennials and 250 Generation Z respondents). The survey system automatically identified and excluded responses that were completed too quickly or submitted multiple times. It also ensured balanced quotas for gender and generational groups to maintain the validity of the study. As a result, a total of 500 valid responses were collected. The average age of the study’s participants was 31.76 years (SD = 6.75). Regarding outdoor activity frequency, the majority of participants (57.2%) engaged in outdoor activities one to two times per week, with an average participation frequency of 1.77 days per week (SD = 0.71).

3.2. Measures

The key variables in this study were measured using seven-point Likert scales, ranging from “strongly disagree” to “strongly agree”, based on survey items that were adapted and refined from previous studies. Specifically, the green marketing mix (green product, green price, green place, and green promotion) was measured using 12 items, adapted and modified to fit the context of this study based on prior research [50,124,125,126,127,128,129]. Brand attitude was measured using three items selected from the work of Kima et al. [130] and Nayeem et al. [131], which were deemed suitable for this study’s context. Brand loyalty was assessed using three items adapted from [132] that were relevant to this study’s background. Finally, outdoor activity involvement was measured using three items modified from [133] to align with the research context.

3.3. Data Analysis

In this study, a descriptive statistical analysis was conducted using R to examine the demographic characteristics of the participants and to identify potential outliers in the measured variables. Next, a confirmatory factor analysis (CFA) was performed using Mplus 8 to evaluate the reliability and validity of the proposed measurement model. The measurement model included a second-order factor structure for the green marketing mix, along with latent constructs for brand attitude, outdoor activity involvement, and brand loyalty.

To test the research hypotheses, a bifactor structural equation modeling (SEM) analysis was conducted [134]. This approach enables a more comprehensive and accurate representation of the multidimensional nature of a construct. Specifically, when a construct consists of multiple interrelated attributes or dimensions, it is considered multidimensional [135]. In the context of this study, the first-order factors (green product, green price, green place, and green promotion) are conceptualized as dimensions of the more abstract second-order construct (green marketing mix), which is a multidimensional construct. This approach facilitated the examination of how the green marketing mix at the macro level (integrated effect) and its individual components at the micro level (green product, green price, green place, and green promotion) influence brand attitude. Furthermore, a latent moderated structural equations (LMS) analysis [136] was employed to test whether outdoor activity involvement moderates the relationship between the integrated green marketing mix (macro level) and brand attitude.

4. Results

4.1. Measurement Model Validation

A confirmatory factor analysis (CFA) was performed to evaluate the validity and reliability of the measurement model in this study. The results indicated that the proposed measurement model demonstrated an acceptable fit to the data (χ²/df = 517.064/179 = 2.89, CFI = 0.96, TLI = 0.96, RMSEA = 0.06, SRMR = 0.04). Additionally, the factor loadings for all measurement items were above 0.50 and were statistically significant, as shown in

Table 1. Results of the confirmatory factor analysis (CFA).

Factors and Items	λ	CR	AVE
Green Product		0.891	0.720
The outdoor brand I purchased produces eco-friendly products.	0.842
The outdoor brand I purchased strives to improve design and quality to create eco-friendly products.	0.887
The outdoor brand I purchased plays a leading role in introducing eco-friendly products to the market.	0.820
Green Price		0.868	0.687
The outdoor brand I purchased is more expensive than other brands because it pursues eco-friendly and sustainable values.	0.797
The price of the outdoor brand I purchased reflects its environmental benefits.	0.835
The eco-friendly features of the outdoor brand I purchased enhance its market value.	0.853
Green Place		0.904	0.757
The outdoor brand I purchased considers environmental issues in its distribution process.	0.872
The stores selling the outdoor brand I purchased are themselves environmentally friendly.	0.867
The outdoor brand I purchased has an eco-friendly transportation system.	0.869
Green Promotion		0.918	0.789
The outdoor brand I purchased promotes a healthy lifestyle using eco-friendly products.	0.880
The advertisements of the outdoor brand I purchased include eco-friendly messages.	0.877
The outdoor brand I purchased presents itself as a company that fulfills its environmental responsibilities.	0.908
Brand Attitude		0.910	0.770
Overall, my feelings toward the outdoor brand I purchased are positive.	0.904
Overall, my attitude toward the outdoor brand I purchased is favorable.	0.891
Overall, I like the outdoor brand I purchased.	0.837
Brand Loyalty		0.869	0.672
I believe that I have a high level of loyalty toward the outdoor brand I purchased.	0.830
I would choose the outdoor brand I purchased first in the future.	0.880
If the outdoor brand I purchased is available in a department store, I would not purchase other brands.	0.762
Outdoor Activity Involvement		0.944	0.849
Outdoor activities are important to me.	0.909
Outdoor activities are highly relevant to my lifestyle.	0.938
I have a strong interest in outdoor activities.	0.917

Note: CR = composite reliability; AVE = average variance extracted.

. The average variance extracted (AVE) values for all latent variables ranged from 0.67 (brand loyalty) to 0.85 (green marketing mix), and the composite reliability (CR) values for all latent variables exceeded 0.70, indicating acceptable reliability and convergent validity of the measurement model.

For discriminant validity, Henseler et al. [137] proposed that the heterotrait/monotrait ratio (HTMT) approach offers a higher sensitivity (97–99%) in discriminant validity assessment based on Monte Carlo simulation studies. Accordingly, this study employed the HTMT correlation ratio to evaluate the discriminant validity of the measurement model. The key criterion for the HTMT test is that if the HTMT correlation ratio between two latent constructs is below 1.0, the constructs are considered to have adequate discriminant validity [137]. The results of the HTMT correlation ratio analysis confirmed that the HTMT values for all latent variables in the measurement model were below 1.0, supporting the discriminant validity of the measurement model (

Table 2. HTMT correlation ratio.

	1	2	3	4	5	6	7
1 Green Product	-
2 Green Price	0.920	-
3 Green Place	0.834	0.913	-
4 Green Promotion	0.837	0.915	0.880	-
5 Brand Attitude	0.280	0.244	0.209	0.255	-
6 Brand Loyalty	0.464	0.497	0.552	0.467	0.488	-
7 Outdoor Activity Involvement	0.323	0.350	0.395	0.348	0.239	0.491	-

). In sum, these findings confirm that the measurement model has demonstrated validity and reliability, ensuring its appropriateness for further analysis.

4.2. Hypothesis Testing

This study developed a bifactor structural model and performed an LMS modeling analysis incorporating a latent moderator (outdoor activity involvement) based on the two-step evaluation method proposed by Klein and Moosbrugger [136]. First, a baseline structural model (Model 0) was estimated without the latent interaction term (i.e., integrated green marketing mix × outdoor activity involvement). If Model 0 met the conventional model fit criteria, a second step was conducted by estimating Model 1, which incorporated the latent interaction term. Model 1 was then evaluated based on a log-likelihood ratio test comparing Model 0 and Model 1. If the difference in log-likelihood (D statistic) and degrees of freedom (Δdf) was statistically significant, Model 1 was considered superior to Model 0, and its path coefficients were used to test the hypotheses.

Following this procedure, Model 0, which included the second-order factor of the integrated green marketing mix (macro level), the individual components of the green marketing mix (micro level: green product, green price, green place, and green promotion), the latent moderator (outdoor activity involvement), brand attitude, and brand loyalty, was first estimated. The results indicated an acceptable fit to the data (χ²/df = 3.10, CFI = 0.96, TLI = 0.95, RMSEA = 0.07, SRMR = 0.12) [138]. Subsequently, in the second step, Model 1, which incorporated the latent interaction term (green marketing mix × outdoor activity involvement), was estimated. The log-likelihood ratio test indicated that Model 1 was statistically superior to Model 0 (D = 2[|−13,075.872| − |−12,816.758| = 518.228], Δdf = 1). Therefore, the path coefficients from Model 1 were used to test the hypotheses.

The hypothesis testing results indicated that the integrated green marketing mix at the macro level had a significant positive effect on brand attitude (γ = 0.200, p < 0.001). Among the micro-level components of the integrated green marketing mix, green product (γ = 0.277, p < 0.001), green price (γ = 0.147, p < 0.01), and green promotion (γ = 0.264, p < 0.01) had significant positive effects on brand attitude. However, green place did not have a statistically significant effect on brand attitude (γ = 0.098, p = 0.18). Consequently, hypotheses H1, H1-1, H1-2, and H1-4 were supported, while hypothesis H1-3 was rejected. Furthermore, outdoor activity involvement was found to positively moderate the relationship between the integrated green marketing mix and brand attitude (γ = 0.103, p < 0.05), supporting hypothesis H2. Finally, brand attitude had a significant positive effect on brand loyalty (β = 0.534, p < 0.001), confirming hypothesis H3. A summary of the overall results is presented in Figure 2.

5. Discussion

This study examined the structural relationships between the green marketing mix, brand attitude, and brand loyalty among MZ generation consumers in the outdoor brand context. Additionally, the study analyzed the moderating role of outdoor activity involvement in these structural relationships. Overall, the findings indicate that the green marketing mix implemented by outdoor brands has a significant positive impact on brand attitude among MZ generation consumers and that outdoor activity involvement moderates the effect of the integrated green marketing mix on brand attitude. Furthermore, brand attitude was found to have a significant positive impact on outdoor brand loyalty among MZ generation consumers.

5.1. Impact of the Green Marketing Mix on Brand Attitude

First, the integrated green marketing mix was found to positively influence brand attitude among MZ generation consumers. This finding aligns with previous studies based on signaling theory, which suggests that when consumers lack sufficient information, the process of brand attitude formation is influenced by signals from the brand [139,140,141]. Specifically, when consumers perceive brand signals under conditions of information asymmetry, they form brand attitudes with varying valence and intensity based on these signals [142]. In the context of this study, outdoor brands continuously communicate their social responsibility through green marketing mix elements, thereby strengthening consumers’ brand perception and identity and deepening their emotional connection with the brand [143,144]. This process leads consumers to form more positive attitudes toward outdoor brands that promise environmental sustainability. This study’s findings, therefore, provide empirical support for why outdoor brands actively engage in environmental protection efforts and implement green initiatives [145].

Second, green product was found to have a positive effect on brand attitude among MZ generation consumers. Since outdoor products enable individuals to engage with nature, the performance and quality of these products provide fundamental evaluation criteria for outdoor brands [13]. Additionally, green outdoor products meet MZ generation consumers’ expectations for sustainability by integrating high product performance with eco-friendly attributes [100]. Thus, green outdoor products not only fulfill consumers’ expectations regarding performance but also resonate with their environmental values, making green products the most influential factor in shaping brand attitude.

Additionally, green price was found to have a positive impact on brand attitude among MZ generation consumers. This suggests that MZ generation consumers perceive the green price premium as a signal that the brand is genuinely committed to environmental and social responsibility. The green price premium reflects the additional cost of eco-friendly products, which consumers interpret as a measure of a brand’s environmental performance [58]. This perception is likely what enhanced brand attitude among MZ generation consumers. Furthermore, since green pricing premiums convey additional brand value (e.g., performance, functionality, design, visual appeal, prestige, and environmental and social responsibility) [18,146], MZ generation consumers are more willing to accept green price premiums and form more favorable brand attitudes despite, or even because of, these price premiums.

Interestingly, green place did not have a statistically significant impact on brand attitude among MZ generation consumers. This result contrasts with previous studies suggesting that green place plays a pivotal role in shaping brand attitudes [147,148,149,150]. Green place typically refers to eco-friendly initiatives in supply chains, logistics, and retail channels (e.g., green logistics, low-carbon delivery). While these efforts align with sustainability principles, their influence on consumer behavior depends on effective information design and communication [151,152]. This study’s finding suggests that green place is a less visible signal compared to other green marketing mix elements [21,153], and MZ generation consumers may place greater emphasis on more tangible and visible marketing mix components (e.g., product, price, promotion) when evaluating outdoor brands.

Lastly, green promotion was found to positively influence brand attitude regarding outdoor brands among MZ generation consumers. In general, green promotion serves as a communication tool that conveys eco-friendly values and reinforces the corporate social responsibility (CSR) image of a brand [154]. This process informs and/or reminds MZ generation consumers of the brand’s environmental commitment and enhances brand attitude. Therefore, green promotion is not only an essential marketing tool for communicating a brand’s green initiatives and maximizing the appeal of green products but also a critical link in helping MZ generation consumers understand and form positive attitudes about the brand’s environmental efforts.

5.2. Moderating Role of Outdoor Activity Involvement

Outdoor activity involvement moderated the relationship between the integrated green marketing mix and brand attitude, indicating that the higher an individual’s level of outdoor activity involvement, the stronger the impact of the green marketing mix on that individual’s brand attitude. This finding aligns with the elaboration likelihood model, which posits that high-involvement consumers process issue-related information more deeply, allowing them to distinguish between strong and weak arguments and ultimately influencing attitude formation [97,112]. Given that high-involvement outdoor consumers are inherently more environmentally conscious [145], they are more attentive to environmental information and process it more deeply [155], leading to stronger positive brand attitudes.

5.3. Impact of Brand Attitude on Brand Loyalty

Finally, brand attitude was found to have a significant positive impact on brand loyalty. This relationship has been extensively documented in previous research [156,157]. Consumers evaluate brands through cognitive and emotional processes, forming overall brand attitudes that influence purchase intentions [158]. This finding is consistent with the theory of planned behavior [118], which suggests that attitudes toward a brand influence behavioral intentions, ultimately leading to brand loyalty.

5.4. Theoretical and Practical Implications

The findings of this study provide several meaningful theoretical implications. First, this study expands the scope of research on outdoor brands by identifying key factors that influence brand attitude and brand loyalty from the perspective of the green marketing mix. Previous studies have primarily focused on the general selection attributes of outdoor products, and this study contributes to the literature by extending the understanding of green marketing in the outdoor brand context. In particular, the results highlight that the green marketing mix serves as a meaningful signal for outdoor brand consumers, thereby extending the applicability of signaling theory.

Second, this study deepens the application of signaling theory by simultaneously examining both the individual effects of each element of the green marketing mix (green product, green price, green place, and green promotion) and their integrated macro-level effects. By analyzing the dynamic signaling effects of brands, this study goes beyond previous research that has approached the green marketing mix as a unidimensional construct. Moreover, by investigating why green place did not have a significant effect on brand attitude and discussing its theoretical basis, this study offers valuable insights for future research on the green marketing mix.

Finally, this study contributes to the understanding of conditional effects in green marketing by incorporating outdoor activity involvement as a moderator. By demonstrating how the impact of the green marketing mix varies across different consumer segments, this study not only enhances the understanding of the green marketing mix’s effectiveness but also provides meaningful directions for future research on green marketing and consumer behavior.

This study also provides practical guidelines for implementing the green marketing mix in the outdoor brand industry. Notably, the findings suggest that green product is the most influential signal in shaping brand attitude. Therefore, outdoor brands should allocate more resources to enhance the eco-friendliness and sustainability of their products (e.g., using renewable materials, improving durability, and incorporating circular design).

Next, green price serves as a premium pricing strategy, signaling the added value of outdoor products (e.g., performance, environmental commitment). This study’s findings show that by implementing a strategic green pricing approach, brands can enhance financial performance while effectively reinforcing positive brand attitudes among consumers.

Furthermore, green promotion was found to play a crucial role in shaping brand attitude. Outdoor brands should, therefore, develop diverse green promotion strategies to clearly communicate their commitment to sustainability and environmental achievements (e.g., utilizing eco-certifications, disclosing green supply chain information, and supporting environmental protection projects). These efforts would further strengthen consumers’ positive perceptions of these outdoor brands.

Lastly, outdoor brands should employ the green marketing mix to actively appeal to MZ generation consumers with high outdoor activity involvement. Since this consumer segment exhibits a higher inclination toward green consumption, brands can maximize the effectiveness of green marketing by implementing more sophisticated and targeted strategies tailored to this group.

6. Limitations and Suggestions for Future Research

The results of this study contribute to the academic literature on green marketing and outdoor brands while also providing practical insights for outdoor brands seeking to establish effective marketing strategies and gain a competitive advantage in the market. Although this study holds both theoretical and managerial significance, it has certain limitations. Based on these limitations, we propose the following directions for future research.

First, the non-significant effect of green place on brand attitude suggests that it may be a less visible or less salient marketing signal compared to other elements of the green marketing mix. This finding reflects the need for future research to further explain the non-significant effect of green place on brand attitude and to explore the underlying mechanisms (such as limited understanding or lack of salience) through qualitative or cross-case comparison studies. In addition, extending the study to different cultural and economic contexts to compare with Korean consumers also seems to be an interesting research direction.

Second, this study primarily focused on the traditional green marketing mix of outdoor brands. Future research should examine the impact of an expanded marketing mix framework on outdoor brand attitudes. Such an extension would not only enhance the generalizability of the existing findings but also offer valuable insights for developing more refined marketing strategies.

Finally, this study targeted the outdoor industry, which is inherently linked to green marketing and sustainability. However, as consumers are increasingly concerned with corporate social responsibility and sustainable management, it is essential to investigate the effectiveness of green marketing in industries that are perceived to be less directly connected to environmental concerns. To explore this area, future research should compare the effects of the green marketing mix between industries with high environmental relevance and those with lower environmental relevance. Such investigations would contribute to the broader knowledge base and offer practical guidelines for green marketing strategies across various business sectors.

7. Conclusions

The present study explored the effects of the green marketing mix implemented by outdoor brands on MZ generation consumers’ brand attitudes and brand loyalty at both the macro and micro levels. It additionally examined the moderating effect of outdoor activity involvement on the relationship between the integrated green marketing mix and brand attitude. These findings revealed that the integrated green marketing mix, as well as the green product, green price, and green promotion at the micro level, had a positive impact on brand attitude. Green place, however, did not have a significant effect on brand attitude. Furthermore, the results indicated that the integrated green marketing mix exhibited a stronger positive effect on brand attitude for MZ generation consumers with high outdoor activity involvement. Lastly, brand attitude was found to have a significant positive effect on brand loyalty.

The results of this study contribute to the academic literature by expanding the application of signaling theory in the context of green marketing. It demonstrates that the green marketing mix serves as a crucial signal in influencing consumer attitudes and loyalty toward outdoor brands. Additionally, this study provides practical insights for outdoor brands by highlighting the importance of product sustainability, strategic pricing, and effective green promotion in shaping positive consumer attitudes and fostering long-term brand loyalty. The findings also underscore the role of consumer involvement, suggesting that brands should tailor their green marketing efforts to appeal to highly engaged outdoor consumers who are more receptive to eco-friendly initiatives.

Overall, this study not only advances the theoretical understanding of green marketing in the outdoor industry but also provides actionable suggestions for outdoor brands seeking to enhance brand attitude, strengthen brand loyalty, and achieve a long-term competitive advantage through sustainable marketing strategies.