MZ세대가 인식하는 프로스포츠 팀의 ESG 활동과 팀 이미지와 팀 충성도의 관계 -프로야구, 프로축구팀 중심으로-

This study aims to investigate the differences in perception among the MZ generation (Millennials and Generation Z) regarding professional sports teams’ ESG (Environmental, Social, and Governance) activities, team image, and team loyalty. It also examines the impact of ESG activities on team image and team loyalty, focusing on professional baseball and football teams in South Korea. A survey was conducted from September to December 2024 targeting MZ generation respondents residing in Seoul, Gyeonggi, Chungcheong, and Gyeongsang regions. Data were analyzed using SPSS and AMOS, employing frequency analysis, independent t-tests, confirmatory factor analysis, reliability analysis, correlation analysis, and structural equation modeling. The findings are as follows: First, the analysis of generational differences revealed that Generation Z perceived all ESG activities and team loyalty more positively than Millennials, with the exception of team image. Second, within the ESG activities of professional baseball and football teams, environmental initiatives had a negative impact on team image, while social and governance activities had a positive effect. However, ESG activities did not have a direct influence on team loyalty. Third, team image was found to have a positive impact on team loyalty. Based on these results, the study offers practical and academic implications for developing sustainable management strategies in South Korea’s major professional sports—baseball and football —aimed at strengthening the loyalty of MZ generation fans.