MZ 세대의 문화예술 체험이 사회적 책임에 미치는 영향: 심리적 거리와 자아확장의 순차적 매개효과

초록

Culture and the arts reflect social and economic systems, yet also exert a timeless influence that evolves with society. Experiencing them can transform both individual psychological states and one’s view of the world. Moreover, in an era where awareness of social responsibility is becoming commonplace not only among corporations but also at the individual level, if culture and artistic experiences, beyond mere leisure, can meaningfully contribute to psychological and social change, it would hold significant social meaning. Specifically, this study sought to verify the effect of the frequency of cultural and artistic experiences on individuals' donation intentions and interest in environmental issues among the MZ generation, through the mediating effects of psychological distance and self-expansion. The analysis results indicate that, first, higher frequency of cultural and artistic experiences was associated with increased donation intentions and interest in environmental issues. Second, psychological distance and self-expansion were found to sequentially mediate the relationship between the frequency of cultural and artistic experiences and both donation intentions and interest in environmental issues. Specifically, frequent cultural and artistic experiences reduce psychological distance to the target of the experience and promote self-expansion, thereby enhancing donation intentions and interest in environmental issues among the MZ generation. These results reveal the unique social value of cultural and the arts as a tool for ESG, offering practical implications for using cultural policies to foster social responsibility among the MZ generation. They also suggest that cultural experiences extend beyond the individual to influence others and the environment.

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