Z세대 프로야구 소비자의 공정성 인식이 구단의 ESG 경영활동과 구단 충성도에 미치는 영향

The purpose of this study is to investigate the effect of Z-generation professional baseball consumers’ perception of fairness on the team’s ESG management activities and team loyalty. Based on a total of 381 questionnaires, conclusions derived from the results of correlation analysis and multiple regression analysis between variables were drawn using the convenience sampling method. First, among the sub-factors of Z-generation professional baseball consumers’ fairness perception, procedural fairness, information fairness, and relationship fairness factors were found to have a significant impact on environmental factors during the team’s ESG management activities. In addition, procedural fairness and relationship fairness factors were found to have a significant impact on social factors during the team’s ESG management activities. In addition, only the information fairness factor among the sub-factors of consumer fairness perception has a significant impact on the governance factor during the team’s ESG management activities. Second, among the sub-factors of Z-generation professional baseball consumers’ fairness perception, relationship fairness, information fairness, and distribution fairness factors were found to have a significant impact on team loyalty. Third, among the sub-factors of ESG management activities of professional baseball teams, governance and environmental factors were found to have a significant impact on team loyalty. Generation Z is more sensitive to fairness than other generations, so there is a need to boldly improve traditional management policies and actively implement ESG management practices with the fans. Such changes will be a crucial catalyst for attracting the dwindling younger fan base back to the baseball stadiums.