Between Value Consumption and Intuitive Cues: Verifying the Dual Pathways of MZ Generation’s Heuristic Response to Green Packaging via the Elaboration Likelihood Model(ELM)

With the rapid spread of contactless services, delivery packaging has evolved from a simple container into tangible physical evidence that conveys a company’s ESG philosophy. Focusing on the MZ generation, this study examines the effects of internal service norms and perceived physical evidence (green packaging) on service loyalty through the Elaboration Likelihood Model (ELM). In particular, it investigates the “Paradox of Environmental Knowledge” by analyzing how persuasion routes differ according to consumers’ motivation and ability. An empirical analysis of 273 South Korean MZ consumers shows that visual cues such as packaging have a stronger impact on service loyalty than internal service norms. Multi-group analysis (MGA) reveals that consumers with low ecological concern or low processing ability rely primarily on packaging as a heuristic cue, whereas highly involved consumers utilize both central (value-based) and peripheral (visual) routes. Academically, this study extends eco-friendly behavior research into the service marketing domain. Managerially, it suggests a visual ESG strategy, indicating that aesthetic packaging serves as a more effective nudge for mass consumers than abstract moral appeals.