Analysis of MZ Generation Consumers’ Perception and Evaluation of Eco-Friendly Sports Product Attributes

Purpose: This study systematically investigates the relationship between eco-friendly value recognition and actual purchasing behavior among MZ generation consumers. Using an Importance-Performance Analysis (IPA) matrix, the research analyzes how this demographic perceives the importance of eco-friendly sports product attributes compared to their actual satisfaction levels. Method: The study population comprised MZ generation consumers, with data collected through purposive sampling between September 20 and October 18, 2025. A total of 302 questionnaires were distributed via both online and offline channels. After data screening, 286 valid responses were utilized for the final analysis. Results: The IPA matrix revealed distinct findings across four quadrants. Quadrant I (Keep Up the Good Work), representing high importance and high satisfaction, included core attributes such as comfort, functionality, trustworthiness, durability, sustainable future orientation, and aesthetic design. Quadrant II (Concentrate Here), signifying high importance but low satisfaction, highlighted critical gaps in actual environmental contribution, perceived brand authenticity, clear communication of environmental benefits, and corporate environmental responsibility. Quadrant III (Low Priority), characterized by low importance and low performance, comprised the effective use of certification labels, accessibility to information (materials and certifications), and price reasonableness. Finally, Quadrant IV (Possible Overkill), reflecting low importance but high satisfaction, included fulfillment of social responsibility and the promotion of resource recycling. Conclusion: The findings suggest that Generation MZ consumers finalize purchase decisions only when a product effectively integrates environmental values with superior functional performance. Furthermore, the results indicate that long-term, consistent ethical practices and transparency are essential catalysts for building brand trust within this demographic. Consequently, companies must move beyond superficial marketing and ensure that their environmental claims are supported by tangible contributions.