친환경 패키지 제품 광고에서 친환경 메시지와 공익연계마케팅 소구 방식이 Z세대 소비자들의 소비자 혜택과 광고 태도, 브랜드 태도, 구매 의도에 미치는 영향

초록

This study aims to examine the impact of message-appeal types on Generation Z consumers’ perceptions when companies engage in cause-related marketing (CRM) alongside advertising for eco-friendly packaging, reflecting diverse demands for corporate social responsibility (CSR). It empirically examined the effects of eco-friendly message appeals and CRM appeals used in advertisements for eco-friendly packaged products on Generation Z consumers' perceived benefits, advertising attitudes, brand attitudes, and purchase intentions. An experiment was conducted with 300 South Korean Generation Z consumers aged 19–29 (born 1995–2005), using a 2 (eco-friendly message appeal: concrete vs. abstract) × 3 (CRM appeal: concrete vs. abstract vs. absent) between-subjects factorial design. The results revealed that, in advertisements for products with eco-friendly packaging, participants perceived greater personal and social benefits when the eco-friendly message was concrete rather than abstract. Their attitudes toward the advertisement, brand attitudes, and purchase intentions were higher when the eco-friendly message was concrete than when it was abstract. Interestingly, participants’ purchase intentions were significantly higher when the CRM message was concrete rather than abstract. However, there was no statistically significant difference in purchase intentions between concrete and absent CRM messages, nor between abstract and absent CRM messages. This result indicates that when eco-friendly messages and CRM messages are presented in a company’s product advertisements, they must be concrete to affect Generation Z consumers. The interaction effect between the type of eco-friendly message appeal and the type of CRM appeal was not statistically significant. When eco-friendly messages were concrete rather than abstract, awareness of personal and social benefits increased. This led to improved attitudes toward advertisements and brands, as well as increased purchase intentions. Nevertheless, the mediating effect of perceived personal and social benefits was not significant in the effect of CRM appeal type on advertising attitudes, brand attitudes, and purchase intentions. This study reflects the current trend of companies actively engaging in eco-friendly efforts and cause-related marketing activities to fulfill social responsibilities. It is significant in that it contributes to the development of effective communication strategies targeting Generation Z consumers, who are emerging as a major force in the economy and are highly interested in environmental issues and corporate social responsibility. This study contributes by empirically examining the strategic communication direction of eco-friendly advertising to effectively appeal to Generation Z, a generation known for its strong interest in environmental and social issues.

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