PURPOSE This study aimed to explore methods for stimulating consumer purchasing behavior in the sportswear market, where gaining a competitive edge through traditional means has become increasingly challenging, by focusing on the recently highlighted environmental, social, and governance (ESG) management practices. The objective was to present strategic alternatives for sportswear brands grounded in sustainable management and value creation. METHODS The research employed SPSS 21.0 and AMOS 21.0 for frequency analysis, reliability and validity analysis, confirmatory factor analysis, structural equation modeling, and mediation effect analysis. RESULTS First, among the sportswear brand‘s ESG message trust and ESG authenticity, only ESG authenticity positively impacted consumer behavior. Second, both the sportswear brand‘s ESG message trust and ESG authenticity were found to positively influence ESG congruence. Third, ESG message trust and ESG authenticity negatively affected ESG skepticism. Fourth, ESG congruence positively impacted consumer behavior. Fifth, ESG skepticism was found to negatively influence consumer behavior. The mediation effect analysis yielded the following results: First, the direct effect of ESG message trust on consumer behavior was not statistically significant; however, a full mediation effect was observed through ESG congruence and skepticism. Second, the direct effect of ESG authenticity on consumer behavior was statistically significant, with a partial mediation effect through ESG congruence and skepticism. CONCLUSIONS For sportswear brands to achieve sustainable management and profit generation, it is essential to explore methods for stimulating consumer purchasing behavior based on trust and authenticity in ESG messages.
PURPOSE This study aimed to understand the changes in the exercise behavior of participants in the exercise-psychological counseling program. METHODS This study sampled adult female participants of C diet camp in Seoul, who were in stages 2~3 of the “Stages of Change Model.” A total of 60 participants were randomly assigned to the counseling group (n=30) and control group (n=30). During the 12 weeks of study, all subjects participated in the diet camp program C. The counseling group participated in the exercise psychological counseling program once a week, while the control group participated in recreational activities instead. Exercise adherence, outcome-expectancy, and satisfaction were measured once every four weeks. Latent growth models were used to analyze the measured data. RESULTS Exercise adherence, outcome-expectancy, and satisfaction in the counseling group exerted a statistically significant positive effect. A statistically significant positive effect on the change of exercise adherence variable was observed in the control group, but the trend was only 1/4 of that of the counseling group. In the control group, exercise outcome-expectancy and exercise satisfaction did not have a statistically significant outcome. CONCLUSIONS The exercise counseling program is an essential intervention strategy that enhances participants’ exercise adherence, outcome-expectancy, and satisfaction. Therefore, a positive change in exercise behaviors occurs.
