The Influence of Social Mass Environmental Cognition on Consumption Intentions in Green Stadiums from the Perspective of CAC Modeling

Abstract

The green transformation of sports stadiums has now become an inevitable trend for the sustainable development of sports. This study synthesized consumer behavior research and green consumption research, based on the CAC model, to explore the role of cognitive and affective interactions on the promotion of the intention behind green sports stadium consumption, discussing the role of environmental cognition at the cognitive level and subdividing its connotations into the three categories of a sense of environmental responsibility, environmental protection awareness, and green self-efficacy, introducing at the same time a natural connection into the field of green sports consumption, based on which the green perceived value and green trust fusion are jointly used as affective factor variables. The data from 463 questionnaires were used to construct a structural equation model for empirical analysis, and the following results were shown: First, environmental cognition, environmental responsibility, environmental awareness, and green self-efficacy have a positive effect on green stadium consumption; second, green building perceived value and trust play a mediating role in the relationship between environmental cognition and green stadium consumption intention; third, nature connection and green building perceived value and trust play a positive role in the relationship between environmental cognition and green stadium consumption intention. The purpose of this study was to explore the interaction between cognition and emotion on the the intention behind the consumption of green stadiums from the psychological level of consumers, so as to provide a reference for improving consumers’ green sports consumption and accelerating the development of the green sports industry.

1. Introduction

With the continuous improvement of income level and the living standard, more attention is increasingly paid to the pursuit of culture, sports and health, and other spiritual dimensions. The consumption of sports has gradually become a popular, spontaneous form of recreation. To stimulate domestic demand, the potential of consumption should be realized as mass consumption. In the 2015–2020 period, the scale of sports consumption by China’s residents grew rapidly, from CNY 1 trillion in 2015 to CNY 1.8 trillion by 2020. Sports consumption is a significant consumer market in China, and it comprises an important strategy for the country to promote the reform of the supply-side structure of sports in order to stimulate sustainable economic growth [1]. For example, because leisure, fitness, sports, and other forms of mass entertainment have become sought-after, locations like stadiums are an important part of sports consumption [2]. The fact that people choose the venue to carry out the process of physical exercise, thereby implementing a method of sports consumption, is of great significance in promoting the rapid development of the sports industry and the prosperity of the sports market.

In recent years, the characteristics of high investment, high energy consumption, and the high emissions of sports stadiums have received widespread attention. Stadiums have damaged the surrounding ecological environment [3]. With the birth of the green building, people began to deeply reflect on the relationship between themselves and the natural world, and committed to ensuring the harmony and unity between buildings and nature. A green building refers to the construction process, which maximizes the conservation of resources, protects the environment, reduces pollution, and provides people with lively spaces that can be used suitably and efficiently, coexisting harmoniously with nature during the whole life cycle [4]. The green transformation of sports stadiums, with green buildings as the catalysts, has become an inevitable developmental trend. The environmental protection role of green sports stadiums is relies on green buildings, and the values of green, low-carbon, and sustainable development contained in green buildings can be reflected in the construction of sports stadiums. The birth of green stadiums also provides new choices for environmental sustainability regarding consumer behavior and green consumption-related decision-making. In contrast to traditional stadiums, green stadiums are chosen to effectively reduce the negative impact on the environment, for the sake of the consumers. If consumer stadium consumption behavior is intertwined with the green attributes, it can be transformed into green consumption behavior. Since green consumption is still in its infancy in China’s economic and social fields, the lack of understanding of the connotative value, value-added services, and practical experience of green transformation of stadiums has led to the erroneous belief that the green amenities of stadiums have high-end and high-cost characteristics, and the resulting intention behind the green consumption of stadiums is relatively weak. In traditional Chinese culture, there is a profound understanding of man and nature: nature and man should form a harmonious symbiosis; the face of nature should be respected; there is a principle of conformity to nature and a principle of protecting nature. This tradition has laid the foundation for the cultural focus of our people on environmental protection, but it is undeniable that most consumers have not yet reached the level of moral cognition that allows them to view the green transformation of stadiums as improving the environment. The public is more concerned about individual observations, as well as fitness, leisure, and other activities [5]. Therefore, it is worthwhile to further discuss the factors influencing consumers’ intention to utilize green sports stadiums. Existing research on consumer behavior mainly encompasses the three aspects of cognition, emotion, and intention [6]. Cognition comprises the values, beliefs, and ideas of consumers in regard to a certain phenomenon [7]. It is an important predictor of behavior, which is often based on people’s cognitive results. Emotion is the intention to consume, further transformed into an important factor of behavior. It is the consumer’s feelings and attitudes towards a certain phenomenon [8]. The consumer’s decision-making is clearly influenced by emotional preference, which is the response and the evaluation of cognitive aspects. Due to the fact that individual cognitive resources are limited, it is not possible for an individual to make fully rational decisions. Emotional factors further advance cognitive factors, producing a reaction. Intention is the consumer’s intent to perform a certain action, and the further generation of behavior is closely related to it [9].

In the field of green consumption, environmental cognition is an important factor in promoting consumers’ green consumption behavior [10]. Some studies have pointed out that the explanatory power of environmental cognition on consumers’ willingness to consume is not sufficient, and it is believed that the relationship between cognition and consumers’ willingness to consume green is realized through another factor [11]. Consequently, the factor of emotion is introduced, which positively influences consumers’ willingness to engage in green consumption [12]. It is posited that both cognitive and emotional factors simultaneously impact environmental behavior [13]. In addition, although consumers’ aversion to involuntary green behaviors mandated by national policies has been moderated by the influence of traditional Chinese environmental protection culture, the significant impact of such emotions in this process cannot be overlooked. Therefore, building on existing research that explores the intention behind green stadium consumption as a special factor in green consumer decision-making, can environmental emotion, as a promoter of green consumer behavior, also influence green stadium consumption behavior? Does the affective promotion of green buildings extend to green stadiums? What is the mechanism through which environmental cognition and environmental emotion influence the intention behind the consumption of green stadiums? To address these questions, this study constructs a model of influencing factors on green stadium consumption based on the CAC model. Additionally, it examines the mediating role of the environmental affective component, providing an in-depth analysis and discussion of the facilitating factors for the intention behind green stadium consumption.

2. Literature Review and Hypothesis

The Cognitive–Affective–Conative (CAC) model is a significant cognitive psychology theory that elucidates the interactive relationship between cognition, emotion, and behavioral intention. It posits that individuals’ behavioral intentions are shaped by both cognitive and emotional factors. According to the theory, at the cognitive level, individuals process and evaluate information, beliefs, and knowledge, which shape their understanding and cognition of a particular situation or problem. Emotion plays a crucial role in decision-making and behavioral processes, while intentions reflect the combined influence of cognition and emotion on final behavior. The CAC model in this study offers some guidance but is insufficient to comprehensively explain consumer green stadium consumption as a tangible green consumption behavior. Therefore, by referencing the precedent of expanding the application of the CAC model in existing research [14] and integrating it with the reality of green consumption behaviors, we apply the CAC model to the field of green consumption and innovatively expand it. The cognitive component is extended to include environmental cognition and its three subsets: environmental responsibility, environmental awareness, and green self-efficacy. The affective component is expanded into two dimensions: the natural dimension, represented by the natural connection, and the consumption object dimension, represented by the perceived value of green buildings and trust. It is hypothesized that natural connection, the perceived value of green buildings, and trust function as chain mediators between environmental cognition and its subsets and the willingness to consume green sports stadiums, as illustrated in Figure 1.

2.1. Environmental Cognition and Consumption Intentions of Green Stadiums

Green consumption willingness is defined as the likelihood and willingness of an individual to prioritize products with eco-friendly features over traditional products in their consumption choices [15]. Based on this concept, this study integrates the characteristics of green buildings and defines green stadium consumption willingness as the likelihood and willingness to choose green stadiums over traditional stadiums in stadium consumption. Environmental cognition refers to the process by which individuals store, process, and recombine environmental stimuli to recognize and understand the environment [16]. Environmental cognition serves as the foundation and premise for individuals to care about environmental issues and consciously adopt environmentally friendly behaviors [17]. However, some studies have pointed out that there is no direct correlation between environmental cognition and environmental behaviors [18]. Existing research lacks a unified division of environmental cognition. For instance, some scholars divide environmental cognition into environmental protection cognition and environmental risk cognition, to explore the degree of consumer agreement with environmental protection views and their understanding of the hazards posed by environmental problems [19]. Others categorize it into three aspects: environmental knowledge, the perception of environmental problems, and the cognition of individual environmental responsibility. This categorization aims to explore the degree of individual knowledge about the environment, the awareness of existing problems and hazards to humans, and individual environmental protection behaviors [20]. Based on the above divisions and combining existing research on the drivers of green consumption and environmental protection behaviors [21,22,23], environmental cognition is divided into three subcategories: environmental responsibility, environmental awareness, and green self-efficacy. These correspond to the psychological aspects of environmental responsibility, environmental protection psychology, and personal green emotions, respectively. This paper innovatively splits the concept of environmental cognition and focuses on the distinct forms of these three subcategories while exploring their contribution to the intention behind green stadium consumption. In the field of green consumption, consumers with high environmental cognition are more likely to develop green consumption intentions and engage in behaviors that benefit the environment [24]. When consumers possess high environmental cognition, they become more aware of the environmental impact of their actions and tend to act in ways that are beneficial to the natural environment. Consequently, when considering their consumption choices, high environmental cognition prompts them to select green products with environmental value and sustainable functions. Therefore, based on the aforementioned hypothesis:

H1: 

Environmental Cognition Positively and Significantly Influences the Consumption Intention for Green Building Stadiums.

Environmental responsibility refers to an individual’s recognition of their duty to preserve the environment. It encompasses the concept of actively taking measures to address environmental problems based on a thorough understanding of the environment’s benefits [25]. The model of responsible environmental behavior posits a strong link between an individual’s sense of responsibility and their environmental actions, suggesting that a higher sense of responsibility increases the likelihood of engaging in environmentally beneficial behaviors.The higher the sense of responsibility, the more likely the individual is to act in favor of the environment [26]. This study argues that in the field of green consumption, green consumption behavior is often accompanied by higher economic and time costs. When consumers are faced with a choice between individual interests and environmental interests, those with a high sense of environmental responsibility are more inclined to choose green consumption that aligns with environmental interests, thereby generating higher green consumption intentions. Therefore, based on the above proposed hypothesis:

H1a: 

Environmental Responsibility Positively and Significantly Influences the Consumption Intention for Green Building Stadiums.

Environmental awareness is defined as a conscious recognition of the impact of environmental problems and an awareness of the importance of environmental protection [27]. Ahmad [28] points out that consumers with a high level of environmental awareness are more inclined to adopt environmentally friendly measures to address and improve environmental protection issues. Compared to traditional stadiums, green stadiums have lower energy consumption and pollution emissions. When consumers possess high environmental awareness, they are more likely to focus on the green attributes of green stadiums and recognize their significant role in environmental protection, thus generating consumption intentions. Therefore, based on the above hypothesis:

H1b: 

Environmental Awareness Positively and Significantly Influences the Consumption Intention for Green Building Stadiums.

Self-efficacy refers to an individual’s judgment and evaluation of their ability to perform a specific task [29]. Many scholars have introduced self-efficacy into the environmental field, defining green self-efficacy as a self-assessment of an individual’s ability to achieve environmental goals [30]. According to self-consistency theory, once an individual develops a self-perception of their ability to satisfy needs, they will seek to maintain a state that aligns with this self-perception and implement consistent behaviors. In the examination of green consumption, Lin [31] asserts that green efficacy significantly enhances consumers’ propensity to engage in green consumption. Moreover, Lin identifies the augmentation of green self-efficacy as a critical determinant in the decision-making process of opting for green products. Therefore, based on the above proposed hypothesis:

H1c: 

Green Self-Efficacy Positively and Significantly Influences Consumption Intention for Green Building Stadiums.

2.2. The Mediating Role of Natural Connection

Natural connection has been a prominent focus in environmental psychology research in recent years, with its conceptualization and related studies continuing to expand and deepen. The definition of natural connection is divided into two main aspects: first, the emotional dimension. Some scholars, such as Mayer [32], consider natural connection to be the emotional bond between individuals and nature, characterized by a sense of connection and unity with nature in one’s emotional experience. Second, at the cognitive level, Schultz [33] views natural connection as the individual’s perception of the relationship between humans and nature, emphasizing a sense of belonging. Although some scholars have subsequently expanded the idea that a connection to nature is a multidimensional psychological construct encompassing both cognition and emotion [34], the core of nature connection remains rooted in these two dimensions. Overall, despite varying conceptualizations and definitions, the notion of a connection to nature as a variable trait describing individual differences in human–nature relationships has been widely accepted by the majority of scholars. These differing definitions have also prompted scholars to develop various measurement tools. For example, in Tam’s [35] study, he compared several nature connection scales and found notable differences, highlighting that the cognitive perspective of the measure was less relevant than the affective perspective concerning the variables of environmental attitudes and behaviors. He emphasized the importance of distinguishing between the cognitive and affective components of a connection to nature. In line with the purpose of this study, we primarily focus on the measurement of the emotional component of a connection to nature, referencing Mayer’s definition, which posits that nature connection is the sense of connection and unity between humans and nature in terms of emotional experience.

A connection to nature holds significant value for the health, happiness, and sustainable development of individuals. Several studies have highlighted its positive effects on both physical and mental health [36], focusing primarily on direct and indirect factors. Firstly, regarding direct factors, positive experiences resulting from direct contact with nature, such as walking, exercising, or engaging in recreational activities in natural environments, strongly promote a closer human–nature relationship [37]. Secondly, indirect contact, such as learning nature-related courses to acquire environmental knowledge [38] or watching nature-themed videos [39], can help individuals build an objective, concrete, and accurate understanding of the natural world, thereby fostering the development of natural connections.

Environmental cognition is crucial in influencing consumers’ green consumption behavior, yet it is insufficient on its own to fully drive such behavior. Research indicates that, compared to environmental cognition, environmental emotion has a more profound impact on individuals’ environmentally friendly behavior [40]. Emotion plays a pivotal role in shaping behavior, serving as the motivation behind actions and significantly affecting individuals’ decisions and actions. Yue’s [41] study indicated that an individual’s environmental cognition stimulates environmental emotion, which subsequently influences environmentally friendly behavior. As emotional care for the environment and nature increases, the relationship between individuals and nature strengthens, thereby enhancing the willingness to protect the natural environment. Therefore, based on the aforementioned hypothesis:

H2: 

Natural connection mediates the relationship between environmental cognition and willingness to consume green building stadiums.

Cognitive–emotional theory posits that the subject’s perception of an object leads to the formation of emotions. Palmberg asserts that a sense of environmental responsibility emerges from an individual’s comprehensive understanding of the environment’s benefits [42]. Once this cognition is established, it subsequently leads to the development of an emotional bond between humans and nature, resulting in a natural connection. When consumers possess a heightened sense of environmental responsibility, their deepening cognition of the environment enhances their level of natural connection. This, in turn, fosters a behavioral intention to protect the environment, making them more inclined to engage in green consumption. Therefore, based on the above, the following hypothesis is proposed:

H2a: 

Natural connection mediates the relationship between a sense of environmental responsibility and willingness to utilize green building stadiums.

It has been noted that environmental awareness encompasses concern for various aspects of environmental issues [43]. This awareness may stem from indirect contact with the natural environment, such as media information and the experiences of others. Such indirect contact, including education about the natural environment, can enhance an individual’s degree of natural connection [44]. It can be assumed that when consumers exhibit a high level of environmental awareness, their concern, knowledge, and understanding of the environment are significantly deepened. This heightened awareness facilitates the establishment of a strong natural connection, which in turn fosters the creation of pro-environmental behavioral intentions. Therefore, based on the above hypothesis:

H2b: 

Natural connection mediates the relationship between environmental awareness and consumption intentions in green building stadiums.

Direct exposure to the natural environment is another crucial factor in enhancing the connection to nature. In Maddock’s [45] study, it was found that time spent in nature was positively correlated with self-efficacy, indicating that exposure to or participation in natural environments can significantly boost an individual’s green self-efficacy level. Based on this, it can be argued that there is a facilitating relationship between green self-efficacy and nature connection. Specifically, as consumers’ green self-efficacy increases, the time they spend in nature will further integrate into the emotional aspect of their connection to nature, making them more inclined to engage in environmentally protective behaviors during their consumption process. That is, as consumers’ green self-efficacy increases, their accumulated time spent in contact with nature will further integrate into the affective dimension of their connection to nature, subsequently inclining them towards green consumption behaviors that protect the environment. Therefore, based on the above hypothesis:

H2c: 

Natural connection mediates the relationship between green self-efficacy and willingness to utilize green building stadiums.

2.3. Mediating Role of Perceived Value and Trust in Green Buildings

Trust is defined as the degree of willingness to rely on an object based on its competence, reliability, and expectations [46]. In the field of green research, Chen (2010) [47] introduced the concept of “green trust” in his study on the drivers of green brand equity. Green trust is defined as the willingness to rely on an object based on the beliefs or expectations generated by the object’s credibility, benevolence, and environmental performance capabilities. Chen emphasized that green trust significantly influences the promotion of consumers’ willingness to engage in green consumption.

Consumer-perceived value represents consumers’ assessment of their own benefits and losses in consumption activities after careful consideration [48]. As society progresses, consumers increasingly prioritize the environmental protection and sustainable development aspects of their consumption choices, in addition to fulfilling their personal needs. In this context, based on consumer-perceived value, the scholar Yang [49] introduces the concept of green perceived value. He defines it as the value consumers derive from products that do not harm the natural environment or cause minimal damage, have low energy consumption, facilitate recycling and resource regeneration, and are harmless to human health.

The facilitative relationship between perceived value and trust has also been affirmed by existing research. Kim [50], in her study of the online shopping experience, notes that perceived value significantly impacts the enhancement of customer trust. In the field of green consumption, Chen (2010, 2012) and Cheung [51] explored the antecedent variables for the formation of green trust in their studies. These scholars concurred that an important antecedent variable for green trust is green perceived value. In other words, consumers form trust in green products or services based on a combined judgment of rational assessment and emotional input.

In the dimensional division of trust and perceived value, both include the factor of emotion. Augstin [52] analyzes the intrinsic mechanism of trust, highlighting its essential function in exchange behaviors between parties. Through a reciprocal mechanism, consumers develop positive emotions and reward those who trust their service providers. In the exchange behavior between two parties, trust plays an essential role. Through the mechanism of reciprocity, consumers develop positive emotions and reward those service providers who trust them. This emotional dependence based on reciprocity is referred to as emotional trust. Regarding perceived value, Kolter [53] expanded the concept in his early research, asserting that the evaluation of consumer perceived value should consider not only monetary, physical, and intangible services but also the emotional, energy, and time costs invested by the consumer. In Li’s [54] research, green perceived value is further divided, where emotional value signifies that consumers not only fulfill their needs by purchasing or using green products but also experience pleasure and pride. In summary, this study extracts and integrates the emotional components of perceived value and trust, encompassing the emotional factors and the promotional relationship between them. These elements collectively support the emotional connection consumers establish with green buildings based on perceived value and trust, termed as green building perceived value and trust. In this study, green building perceived value and trust refers to consumers’ or individuals’ value cognition and subjective emotional trust towards green building-related products.

In sports consumption research, some scholars have verified the promotional relationship between consumer perception and their green sports consumption intention [55]. In the realm of green consumption, green perceived value and trust are crucial components of consumer perception. Wasaya’s [56] study also highlights that green trust significantly impacts consumers’ green consumption intention. It can be considered that there is a positive relationship between green perceived value and trust and green consumption intention. When consumers perceive that green buildings provide environmental value and protect the environment, indicating a higher level of perceived value and trust in green buildings, they are more inclined to choose green stadiums as the focus of their consumption intention to achieve the desired green value. Therefore, it can be further argued that green perceived value and trust positively influence consumers’ green sports consumption intention. Based on the above hypothesis:

H3: 

Green building perceived value and trust play a mediating role between environmental cognition and willingness to utilize green building stadiums.

The sense of environmental responsibility is crucial in shaping consumers’ green building perceived value and trust. It has been noted that environmental responsibility significantly promotes green perceived value and trust [57]. When consumers possess a heightened sense of environmental responsibility, they are more attentive to ecological protection and view environmental conservation as their obligation and responsibility. Consequently, they are more likely to take proactive measures to enhance the ecological environment. When consumers have a high sense of environmental responsibility, they prioritize ecological protection and regard environmental conservation as their duty and responsibility. This heightened awareness leads them to take actions to improve the ecological environment, pay greater attention to the green attributes and environmental protection aspects of their consumption, and enhance their perceived value of green products. Consequently, they are more likely to trust and prefer green products and services, thereby fostering green consumption intentions. Therefore, based on the above hypothesis:

H3a: 

Green building perceived value and trust mediate the relationship between environmental responsibility and willingness to utilize green building stadiums.

Studies have shown that although consumers may have a high level of environmental awareness, this alone is insufficient to influence their green consumption behavior [58]. The CAC model posits that emotion is the transmission of cognition and serves as a crucial driver of behavioral intentions. Punyatoya’s [59] research indicates that when consumers’ environmental awareness is heightened and they can better perceive the green functions and value of a brand, meeting their environmental protection expectations, their green trust in the brand will also increase. When consumers are more aware of environmental protection, they are more likely to perceive the green functions and values of a brand, fulfilling their expectations for environmental protection. With a high level of environmental awareness, consumers pay greater attention to the perceived value and trust of green buildings, establishing a strong emotional connection with green building consumption. Consequently, they are inclined to choose green buildings with environmental protection functions and sustainable development attributes when making consumption decisions. Therefore, based on the above hypothesis:

H3b: 

Green building perceived value and trust mediate the relationship between environmental awareness and willingness to utilize green building stadiums.

Consumer self-efficacy determines how product value and trust are perceived, influencing consumer behavioral intentions. In Zhu’s behavioral study on consumers’ use of ride-sharing, it was found that self-efficacy significantly positively contributes to perceived value [60]. However, self-efficacy does not directly affect consumers’ behavioral intentions but influences them through perceived value. Therefore, this study infers that self-efficacy, perceived value, and trust also have a facilitating relationship in the field of green consumption. Green consumption can effectively promote consumers’ perceived value and trust in green buildings, which in turn affects their intention to utilize green stadiums. Based on the above hypothesis:

H3c: 

Green building perceived value and trust mediate the relationship between green self-efficacy and willingness to utilize green building stadiums.

2.4. Chain-Mediated Effects of Natural Connectivity and Green Building Perceived Value and Trust

In this study, the emotional component is expanded into two parts: natural connection and green building perceived value and trust. Natural connection fosters an emotional bond between consumers and the natural environment, while green building perceived value and trust establishes an emotional connection between consumers and green building consumption. An increase in the level of natural connection is more likely to make consumers aware of the impact of their behaviors on the environment and strengthen their emotional commitment to protecting it. The latter addresses the emotional response to the environmental role and value of consumers’ green consumption behavior.

Natural connection describes the relationship between humans and nature. Scholars have expanded the connotation of natural connection in existing research, highlighting that it includes the individual recognition of the value of nature [61]. Building on this, this study constructs a relationship between natural connection and green building perceived value and trust. It posits that an increase in the level of natural connection enables consumers to more deeply perceive the value of the consumer object to nature. In other words, natural connection can enhance the perceived value and trust in green buildings.

Cognition is a crucial foundation for emotion generation in the CAC model. The enhancement of environmental cognition levels promotes consumers to establish a natural connection, making it easier for them to consider the impact of their consumption behavior on the environment. This leads to increased attention toward the environmental protection, safety, and sustainable development functions of green buildings. Consequently, consumers develop trust and emotional dependence on these green attributes, further prompting them to choose green stadiums as the precedent for green buildings, to fulfill their environmental protection needs related to their consumption behavior. However, the influence of cognitive factors in this process varies between age groups. Existing research indicates that age negatively influences environmental cognition, with young people, who are more focused on their development, being more concerned about environmental damage and thus exhibiting higher environmental cognition [62]. It is necessary to consider the degree of influence of this pathway among different age groups. Therefore, based on the above hypotheses:

H4: 

Natural connection and green building perceived value and trust as chain mediators between environmental cognition and consumption intentions in green building stadiums.

H4a: 

Natural connection and green building perceived value and trust as chain mediators between a sense of environmental responsibility and willingness to utilize green-built sports stadiums.

H4b: 

Natural connection and green building perceived value and trust as chain mediators between environmental awareness and consumption intentions in green building stadiums.

H4c: 

Natural connection and green building perceived value and trust as chain mediators between green self-efficacy and intention to utilize green building sports stadiums.

3. Study Design

3.1. Research Targets

Convenient sampling was used to select diverse groups of different ages and classes in society, and data were collected through anonymous offline methods. A total of 500 questionnaires were distributed, and 492 were returned. (According to the rule of thumb by Bentler [63] and Jackson [64], for the structural equation model using the maximum likelihood method for parameter estimation, the ratio of the sample size to the estimated parameters should be at least 5:1 to ensure credible parameter estimates, and close to 10:1 to ensure the validity of the significance test. Therefore, for the 24 questions in the research questionnaire set in the model, this study, adhering to the traditional ratio of estimated parameters to the number of questions and considering the research work’s complexity, aims to set the sample size to be more than 20 times the number of questions to ensure scientifically robust results). After excluding invalid questionnaires due to extensive omissions, short response times, and uniform scoring, 463 valid questionnaires were retained, resulting in a validity rate of 94.12%. (Although the sample size is not as large as the targeted 480 valid samples, the difference is minimal. The observed variables are continuously and asymptotically normally distributed, and the scale reliabilities are high, ensuring that the sample remains scientifically valid). This study obtained public consent, and the questionnaire guidance included the informed consent content, ensuring that no part of the questionnaire involved personal privacy or any interventions on the subjects, adhering to ethical requirements. Upon checking the research subjects, it was found that (as shown in

Table 1. Descriptive statistical analysis.

Name (of a Thing)	Options (as in Computer Software Settings)	Frequency	Percentage (%)
distinguishing between the sexes	male	219	47.3
	women	244	52.7
(a person’s) age	18–30 years	147	31.7
	31–40 years	169	36.5
	41–50 years	111	24
	51 and over	36	7.8
education attainment	Bachelor’s degree or above	274	59.2
	Specialized and below	189	40.8
incomes	less than 5000	189	40.8
	5000–10,000	170	36.7
	10,000 or more	104	22.5

): from a gender perspective, there were 219 males (47.3%) and 244 females (52.7%), indicating a balanced gender ratio. In terms of age distribution, 147 participants (31.7%) were 18–30 years old, 169 participants (36.5%) were 31–40 years old, 111 participants (24%) were 41–50 years old, and 36 participants (7.8%) were 51 years old and above. Overall, the sample in this paper has a balanced proportion across various demographics and is representative.

3.2. Variable Selection

The measurement of environmental responsibility in this paper is based on the environmental responsibility scale developed by Stone [25] et al. and Jaiswal [65] et al. Their scales were adapted through a rigorous process of translation and back-translation to ensure linguistic accuracy. The questions were continuously adjusted and modified in terms of nomenclature to align with the study’s theme, resulting in a four-question scale for assessing the sense of environmental responsibility. An example question would be “I will take the initiative to learn about environmental protection”. The Cronbach’s Alpha for the environmental responsibility scale is 0.840, which is greater than the acceptable threshold of 0.7, indicating good reliability. While numerous studies have examined the influence of consumers’ environmental awareness on their consumption perceptions from an individual perspective, there is a paucity of research on their purchasing tendencies, such as the consumption of green sports buildings, from the perspective of environmental awareness. This paper integrates relevant empirical studies on environmental awareness by Eskiler [66] and others, culminating in a six-item scale suitable for this study. An example item is “I have always maintained a positive attitude towards environmental protection and green initiatives”. The Cronbach’s Alpha for this scale is 0.875, also exceeding 0.7, indicating high reliability. The measurement of green self-efficacy in this paper draws on the work of Chen [67] et al. and Chen [68]. The research scales from these studies were used as a foundation, and the related questions were streamlined appropriately to form a three-item scale for green self-efficacy. An example item is “I feel that I can practice environmental protection ideas successfully” (The specific question items are shown in Appendix A

Table A1. Questionnaire.

Variant	Subject	Score
Environmental Responsibility (ER)	I have a responsibility to do my part to protect the environment and conserve resources.	1. strongly disagree 2. somewhat disagree 3. generally 4. somewhat agree 5. strongly agree
	I will take the initiative to learn about environmental protection	1. strongly disagree 2. somewhat disagree 3. generally 4. somewhat agree 5. strongly agree
	Although my impact is small, I want to contribute to the protection of the environment.	1. strongly disagree 2. somewhat disagree 3. generally 4. somewhat agree 5. strongly agree
	I think my consumer behavior has some impact on the natural environment	1. strongly disagree 2. somewhat disagree 3. generally 4. somewhat agree 5. strongly agree
Environmental Awareness (EA)	I will take the initiative to learn about environmental protection in my life and improve my ability to protect the environment.	1. strongly disagree 2. somewhat disagree 3. generally 4. somewhat agree 5. strongly agree
	I think that adopting environmentally friendly behaviors in professional life is a spontaneous choice	1. strongly disagree 2. somewhat disagree 3. generally 4. somewhat agree 5. strongly agree
	I will actively encourage my family, friends and colleagues to adopt greener behaviors	1. strongly disagree 2. somewhat disagree 3. generally 4. somewhat agree 5. strongly agree
	I have always had a positive attitude towards environmental protection and green initiatives	1. strongly disagree 2. somewhat disagree 3. generally 4. somewhat agree 5. strongly agree
	I believe that action to protect the environment is essential for the development of future generations.	1. strongly disagree 2. somewhat disagree 3. generally 4. somewhat agree 5. strongly agree
	I will pay attention to environmental protection in my personal behavior, such as buying green products, insisting on waste separation, etc.	1. strongly disagree 2. somewhat disagree 3. generally 4. somewhat agree 5. strongly agree
Green Self-Efficacy (GSE)	I think I can successfully practice environmental protection	1. strongly disagree 2. somewhat disagree 3. generally 4. somewhat agree 5. strongly agree
	I feel empowered to help achieve environmental goals	1. strongly disagree 2. somewhat disagree 3. generally 4. somewhat agree 5. strongly agree
	I think I can actually fulfill my environmental mission.	1. strongly disagree 2. somewhat disagree 3. generally 4. somewhat agree 5. strongly agree
Connectedness to Nature (CN)	I think I’m part of the same destiny as nature.	1. strongly disagree 2. somewhat disagree 3. generally 4. somewhat agree 5. strongly agree
	I often feel close to the plants and animals in nature.	1. strongly disagree 2. somewhat disagree 3. generally 4. somewhat agree 5. strongly agree
	I am acutely aware of the impact my actions will have on the natural world.	1. strongly disagree 2. somewhat disagree 3. generally 4. somewhat agree 5. strongly agree
	I think people are part of nature.	1. strongly disagree 2. somewhat disagree 3. generally 4. somewhat agree 5. strongly agree
	I think I’m part of a natural cycle.	1. strongly disagree 2. somewhat disagree 3. generally 4. somewhat agree 5. strongly agree
Green Buildings Perceived Value and Trust (GBPVT)	I think environmental claims for green building stadiums are usually credible	1. strongly disagree 2. somewhat disagree 3. generally 4. somewhat agree 5. strongly agree
	I chose green building because it’s more environmentally friendly than other buildings.	1. strongly disagree 2. somewhat disagree 3. generally 4. somewhat agree 5. strongly agree
	The environmental performance of green buildings meets my expectations	1. strongly disagree 2. somewhat disagree 3. generally 4. somewhat agree 5. strongly agree
Green Buildings Consumption Intention (GBCI)	I tend to prefer green stadiums for consumption due to environmental concerns	1. strongly disagree 2. somewhat disagree 3. generally 4. somewhat agree 5. strongly agree
	The reason I choose to consume green stadiums is because of its green performance and other factors that are in line with a healthy life in sports	1. strongly disagree 2. somewhat disagree 3. generally 4. somewhat agree 5. strongly agree
	I would recommend my friends and family to spend money on green building stadiums.	1. strongly disagree 2. somewhat disagree 3. generally 4. somewhat agree 5. strongly agree

Note: Extraction method: Principal Component Analysis (PCA).

). The Cronbach’s Alpha for this scale is 0.834, also exceeding 0.7, indicating high reliability.

The measure of natural connectedness in this paper draws on the Connectedness to Nature Scale (CNS) developed by scholars such as Mayer [32] et al. This scale has been widely used by scholars globally since its inception and is recognized for its strong scientific validity. In this paper, we condensed the original 13-item scale, retaining the more representative items, and ultimately formed a five-item scale for natural connections. An example item is “I am deeply aware of the impact of my behavior on the natural world”. The test Cronbach’s Alpha = 0.896 > 0.7. The measurements of perceived value and trust in green buildings, as well as the willingness to purchase green buildings in this paper, draw on the work of Chen et al. [47], Ahn et al. [69], and Manaktola et al. [70]. Based on these sources, this paper organizes 3-item and 4-item scales for perceived value and trust in green buildings and willingness to purchase green buildings by integrating the study’s content with the characteristics of the target audience. Example items include “I think that the environmental protection statements of green building stadiums are usually credible”, and “I tend to choose green sports stadiums for consumption due to environmental concerns”. The Cronbach’s Alpha coefficients for these scales are 0.884 and 0.871, respectively, both exceeding 0.7, indicating good reliability.This paper adopts a Likert 5-point scale, ranging from “strongly disagree” to “strongly agree”, scored from 1 to 5 points. The higher the score, the more likely the subject is to agree with the statement, and the more pronounced the characteristics of a particular variable.

Because this paper subdivided environmental cognition into three dimensions, and given the similarity in their connotations, the measurement questionnaire for these three dimensions was adapted by drawing on the questionnaires of previous scholars. It is necessary to test the validity of this conceptualization to consider integrating the three dimensions into the overall concept of environmental cognition. Exploratory factor analysis showed that the KMO value was 0.913, and Bartlett’s test of sphericity was significant (p < 0.05). The factor analysis extracted three factors (as shown in

Table 2. Total variance explained.

Ingredient	Initial Eigenvalue			Extract the Sum of the Squares of the Loads			Rotational Load Sum of Squares
	(Grand) Total	Percentage of Variance	Cumulative %	(Grand) Total	Percentage of Variance	Cumulative %	(Grand) Total	Percentage of Variance	Cumulative %
1	5.731	44.082	44.082	5.731	44.082	44.082	3.652	28.092	28.092
2	1.734	13.341	57.423	1.734	13.341	57.423	2.748	21.141	49.233
3	1.228	9.444	66.867	1.228	9.444	66.867	2.292	17.634	66.867
4	0.558	4.291	71.158
5	0.540	4.153	75.311
6	0.483	3.712	79.023
7	0.457	3.512	82.535
8	0.436	3.357	85.892
9	0.417	3.208	89.100
10	0.400	3.073	92.173
11	0.367	2.824	94.997
12	0.345	2.654	97.651
13	0.305	2.349	100.000

), each with eigenvalues greater than 1. The variance explained by the rotation of these three factors was 28.092%, 21.141%, and 17.634%, respectively, with the cumulative variance explained by the rotation totaling 66.867%.The number of factors extracted was as expected. The data of this study were rotated using the maximum variance rotation method to determine the correspondence between the factors and the study items.

Table 3. Factor load matrix.

	Ingredient			Commonality
	Environmental Awareness	A Sense of Environmental Responsibility	Green Self-Efficacy
ER1	0.180	0.790	0.239	0.714
ER2	0.203	0.734	0.226	0.630
ER3	0.165	0.780	0.086	0.644
ER4	0.209	0.802	0.204	0.729
EA1	0.754	0.155	0.204	0.635
EA2	0.748	0.225	0.118	0.623
EA3	0.771	0.099	0.146	0.625
EA4	0.731	0.217	0.129	0.598
EA5	0.741	0.112	0.226	0.613
EA6	0.757	0.201	0.114	0.626
GSE1	0.217	0.163	0.849	0.794
GSE2	0.216	0.226	0.798	0.736
GSE3	0.185	0.267	0.787	0.726

Note: The bold text is the common factors; EC: Environmental Cognition; ER: Environmental Responsibility; EA: Environmental Awareness; GSE: Green Self-Efficacy; CN: Connectedness to Nature; GBPVT: Green Buildings Perceived Value and Trust; GBCI: Green Buildings Consumption Intention; same below.

demonstrates the information extraction of the factors for the research items and the correspondence between the factors and the research items. It can be seen that all the research items in this paper have a common degree value higher than 0.4, indicating a strong correlation between the research items and the factors, and that the factors can effectively extract the information. Finally, the confirmatory factor analysis of sustainable consumption motivation shows the following results: CMIN = 64.357, DF = 62, CFI = 0.999, TLI = 0.999, RMSEA = 0.009, and SRMR = 0.023. These values indicate that the conceptualization of sustainable consumption motivation is acceptable (see

Table 4. Conceptual fitting.

CMIN	DF	CFI	TLI	RMSEA	SRMR
64.357	62	0.999	0.999	0.009	0.023

for details).

4. Findings

4.1. Common Method Bias Test

The Harman one-factor test was used to test for common method bias. It was found that there were six factors with eigenvalues > 1 and the variation explained by the first factor was 39.908% and the variation explained by the rotation was 15.420%. The critical criterion of 40% was not reached, indicating that common method bias was not significant in this study. The common method bias was further examined using unmeasurable latent method factor effect controls (as shown in

Table 5. Comparison of indicators between the four-factor model and the common methodological bias (five-factor) model.

Sports Event	CMIN	DF	CFI	TLI	RMSEA	SRMR
six-factor model	294.122	260	0.995	0.994	0.017	0.026
seven-factor model	245.499	236	0.999	0.998	0.009	0.023
magnitude of change Δ	48.623	24	−0.004	−0.004	0.008	0.003

), where CMIN/DF is the relative ratio of the chi-square and the degrees of freedom, where less than 3 indicates a good fit, and less than 5 is acceptable. TLI, CFI is greater than 0.9, indicating that the model has a good fit. RMSEA, SRMR is less than 0.08, indicating a good fit, and all the above indicators meet the standard. Taken together, most of the model fit indicators meet the standards of the four-factor model with a good fit. The fit index of the seven-factor model with one additional methodological factor on top of the six-factor model did not improve significantly, indicating that there is indeed no common methodological bias in this study.

4.2. Correlation Test

Pearson correlation analysis of environmental cognition and its three content perspectives with nature connection, perceived value of green building with trust and willingness to buy showed (as shown in

Table 6. Correlation analysis.

	M	SD	EC	ER	EA	GSE	CN	GBPVT	GBCI
EC	3.410	0.773	1
ER	3.455	0.954	0.814 **	1
EA	3.401	0.897	0.784 **	0.468 **	1
GSE	3.373	1.014	0.827 **	0.506 **	0.467 **	1
CN	3.439	0.940	0.499 **	0.345 **	0.395 **	0.468 **	1
GBPVT	3.466	0.960	0.589 **	0.455 **	0.509 **	0.467 **	0.552 **	1
GBCI	3.555	0.896	0.645 **	0.506 **	0.516 **	0.543 **	0.474 **	0.595 **	1

Note: ** p < 0.01.

) significant (p < 0.05) positive correlation of all the variables involved in this paper.

4.3. Measurement Model Testing

4.3.1. Split Model Test

A structural equation model, with environmental responsibility, environmental awareness, and green self-efficacy as latent variables, green building stadium consumption intention predictor variables, gender, age and other elements as control variables, and natural connection, green building perceived value and trust as mediator variables, was tested for fit. The model fitting results show (

Table 7. Split model fit coefficients.

CMIN	DF	CFI	TLI	RMSEA	SRMR
294.122	260	0.995	0.994	0.017	0.026

): CMIN = 294.122, DF = 260, CMIN/DF = 1.131, CFI = 0.995, TLI = 0.994, RMSEA = 0.017, and SRMR = 0.026. All fitting indices in the model are relatively satisfactory, which indicates that the split mediator model is acceptable, and the specific path coefficients are the same as those in

Table 8. Split model path coefficients.

Implicit Variable	Independent Variable	$\mathit{\beta }$	SE	t	p
CN	ER	0.018	0.066	0.265	0.791
	EA	0.201	0.06	3.35	0.001
	GSE	0.427	0.064	6.689	0
GBPVT	ER	0.198	0.057	3.454	0.001
	EA	0.262	0.053	4.926	0
	GSE	0.066	0.064	1.04	0.298
	CN	0.388	0.048	8.031	0
GBCI	ER	0.15	0.057	2.639	0.008
	EA	0.152	0.055	2.778	0.005
	GSE	0.24	0.061	3.939	0
	CN	0.073	0.055	1.34	0.18
	GBPVT	0.335	0.059	5.647	0

and Figure 2.

4.3.2. Second-Order Model Test for Independent Variables

This paper proceeded to test the fit of the structural equation model with environmental cognition and the three connotations as latent variables, the consumption intention of green building stadiums as predictor variables, elements such as gender and age as control variables, and natural connection, perceived value of green stadiums, and trust as mediator variables (e.g.,

Table 9. Second-order model fit coefficients.

CMIN	DF	CFI	TLI	RMSEA	SRMR
311.538	266	0.993	0.992	0.019	0.030

). The model fit indexes are CMIN = 311.538, DF = 266, CMIN/DF = 1.171, CFI = 0.993, TLI = 0.992, RMSEA = 0.019, and SRMR = 0.030, which shows that all the fit indexes in the model are relatively satisfactory, which indicates that the model is acceptable, and the specific path coefficients are as shown in

Table 10. Second-order model path coefficients.

Implicit Variable	Independent Variable	$\mathit{\beta }$	SE	t	p
CN	EC	0.617	0.041	15.171	0
GBPVT	EC	0.566	0.058	9.72	0
	CN	0.267	0.058	4.586	0
GBCI	EC	0.657	0.079	8.27	0
	CN	0.015	0.058	0.25	0.803
	GBPVT	0.188	0.075	2.491	0.013

and Figure 3.

4.4. Mediated Effects Test

As shown in

Table 11. Descriptive statistical analysis.

Effect (Scientific Phenomenon)	Trails	Efficiency Value	Magnitude of Effect	t-Value	95% CI
					Lower Limit	Limit
A sense of environmental responsibility
direct effect	ER→GBCI	0.15	68.18%	2.197 *	0.0265	0.293
indirect effect	ER→CN→GBCI	0.001	0.45%	0.151	−0.01	0.028
	ER→GBPVT→GBCI (int1)	0.066	30.00%	2.089 *	0.014	0.141
	ER→CN→GBPVT →GBCI	0.002	0.91%	0.212	−0.019	0.024
Total indirect effect		0.07	31.82%	2.097 *	0.012	0.0142
aggregate effect		0.22	100.00%	2.766 **	0.066	0.375
environmental awareness
direct effect	EA→GBCI	0.152	54.09%	2.291 *	0.03	0.291
indirect effect	EA→CN→GBCI	0.015	5.34%	0.877	−0.01	0.058
	EA→GBPVT→GBCI (int2)	0.088	31.32%	2.685 **	0.038	0.171
	EA→CN→GBPVT →GBCI (int3)	0.026	9.25%	2.188 *	0.009	0.058
Total indirect effect		0.129	45.91%	3.699 ***	0.073	0.21
aggregate effect		0.281	100.00%	4.327 ***	0.163	0.418
Green self-efficacy
direct effect	GSE→GBCI	0.24;	68.77%	3.064 **	0.096	0.402
indirect effect	GSE→CN→GBCI	0.031	8.88%	1.062	−0.025	0.093
	GSE→GBPVT→GBCI	0.022	6.30%	0.741	−0.033	0.087
	GSE→CN→GBPVT →GBCI (int4)	0.056	16.05%	2.513 *	0.025	0.116
Total indirect effect		0.109	31.23%	2.726 *	0.04	0.201
aggregate effect		0.349	100.00%	4.478 ***	0.206	0.514

Note: * p < 0.05; ** p < 0.01; *** p < 0.001.

, the test shows that environmental responsibility, environmental awareness, and green self-efficacy in environmental cognition positively predict consumption intention, respectively, with confidence intervals excluding 0, and the direct effects are all significant; the standardized coefficient of environmental responsibility→green building perceived value and trust→consumption intention is 0.066, with confidence intervals excluding 0, and the indirect effects are significant, and the indirect effects account for 30.00%; The standardized path coefficient of environmental awareness→green building perceived value and trust→willingness to buy is 0.088, the confidence interval does not include 0, the indirect effect is significant, and the indirect effect accounts for 31.32%; the standardized path coefficient of environmental awareness→natural connection→green building perceived value and trust→willingness to buy is 0.026, the confidence interval does not include 0, the indirect effect is significant, and the indirect effect accounts for 9.25%; the standardized path coefficient of green self-efficacy→natural connection→green building perceived value and trust→consumption intention is 0.056, the confidence interval does not include 0, the indirect effect is significant, and the proportion of indirect effect is 16.05%. The four statistically significant paths were tested for differences in specific mediated effects, and it was found that for diff1 (int1–int2), diff2 (int1–int3), diff3 (int1–int4), diff4 (int2–int3), diff5 (int2–int4), and diff6 (int3–int4), the t-values are −0.826, 1.077, 0.403, 1.887, 1.340, and −1.114, respectively, the p-value is greater than 0.05, and the difference in the effects of the four paths is not statistically significant; so far, for the hypotheses of this paper in the previous period, H1, H1a, H1b, H1c, H3, H3a, H3b, all of them are valid; the hypotheses of the chain mediation, H4, are partly valid (H4a does not hold); and hypotheses H2, H2a, H2b, H2c, and H3c do not hold.

5. Analysis and Discussion

5.1. The Impact of Environmental Cognition (and Subcategories) on Consumption Intentions of Green Building Stadiums

This study verifies the relationship between environmental cognition and the consumption intentions for green building stadiums. It concludes that environmental cognition significantly promotes the formation of consumption intentions for green stadiums. Despite some scholars arguing that the relationship between environmental cognition and environmental behavior is not significant [71], the findings of this study align with most research in the field of green consumption [72]. The established relationship between environmental cognition and green stadium consumption intentions corroborates the CAC model, which posits that cognition is an antecedent variable of behavioral intention and plays a crucial role in driving consumer behavior. The enhancement of cognitive levels is likely to transform consumers’ information, knowledge, and other factors into behavioral intentions. As environmental cognition improves, consumers become increasingly aware of the impact of their consumption behaviors. In this study, with the improvement and deepening of environmental awareness, consumers are increasingly aware of the impact of their consumption behaviors on the environment. They become more cautious in their consumption choices and ultimately select green consumption options that benefit the ecological environment to mitigate their environmental impact. Additionally, the three dimensions of environmental responsibility, environmental awareness, and green self-efficacy, which are components of environmental cognition, positively contribute to green stadium consumption intentions. This finding aligns with previous studies on each dimension [73,74,75]. However, this study reveals differences in the strength of these dimensions’ roles. The path coefficients indicate that the sense of environmental responsibility and environmental awareness have similar path coefficients, while green self-efficacy has a significantly larger impact than the other two dimensions. The significantly greater impact of self-efficacy suggests that in the process of developing environmental cognition related to green stadium consumption, green self-efficacy plays a crucial role. Consumers with high self-efficacy exhibit greater confidence in their behavior, increasing the likelihood of specific behavior implementation [76]. When consumers possess a strong sense of green self-efficacy, they believe their actions can effectively improve the environment, thereby fostering environmental behavior. Consequently, the implementation of consumer behavior is more likely to be associated with a heightened sense of environmental responsibility and awareness. Consumption behavior is more inclined towards consumer objects with green attributes. Therefore, in the context of sports consumption, consumers will prefer environmentally friendly green stadiums, thereby generating consumption intentions. Unlike the strong influence of green self-efficacy, environmental responsibility and environmental awareness are more focused on the individual consumer’s understanding of the importance of environmental protection and engaging in eco-friendly behaviors. Consequently, the roles of environmental responsibility and awareness are relatively less significant.

5.2. The Important Mediating Role of Perceived Value and Trust in Green Buildings

The data analysis in this study reveals that the perceived value and trust in green buildings plays a crucial mediating role between environmental cognition and the willingness to consume green building stadiums, consistent with related research findings [77,78]. The green transformation of stadiums offers consumers new options with environmental attributes. As consumers’ environmental cognition and knowledge grow, their perception of the consumption objects strengthens. This heightened perception makes it easier for consumers to recognize the environmental protection and sustainable development value of green buildings, establish trust in them, and subsequently generate consumption intentions towards green building sports stadiums. For consumers, the enhancement of individual environmental awareness remains limited. However, for policy implementers or managers, elevating individual awareness of green buildings through the dissemination of green knowledge is a crucial strategy to foster trust and emotional connections with green buildings. This study finds that the perceived value of green buildings and trust within the environmental cognitive dimensions—specifically environmental responsibility and environmental awareness—mediate the promotion of consumers’ willingness to engage with green buildings and stadiums. However, this does not hold true for green self-efficacy, diverging from existing studies [79]. This discrepancy may stem from the internalization of environmental responsibility and awareness, which augments consumers’ environmental protection knowledge, thereby facilitating the perception of the environmental value of green buildings and generating the intention to engage with green buildings and stadiums. It is easier to perceive the environmental value of green buildings, establish trust, and subsequently form consumption intentions. In contrast, green self-efficacy regarding the intention behind green sports building consumption arises from the recognition and evaluation of one’s own ability. Individuals believe that they can achieve the goal of environmental protection through their actions, thereby generating consumption intentions. This results in a disparity in the perceived value of green buildings and trust as mediators. This study concludes that the dimensions of environmental responsibility and environmental awareness within environmental cognition are more likely to drive emotional factors, thereby influencing behavioral intentions. When consumers possess a heightened sense of environmental responsibility and awareness, they are more inclined to recognize their own interests as intertwined with those of the environment. They integrate their personal interests with environmental interests, making them more likely to perceive the value of environmental protection and establish trust when considering green buildings as a consumption choice. Consequently, they are willing to pay a premium to protect environmental interests. This perception drives them to select environmentally friendly green stadiums as their preferred choice. Therefore, at the level of environmental cognition, environmental responsibility and awareness are more effective in driving emotional factors than green self-efficacy, facilitating the perceived value and trust in green buildings, and subsequently promoting the intention to consume green stadiums.

5.3. Differences in the Chain Path Influence of Environmental Cognition Subcategories on Consumption Intentions for Green Building Stadiums

In this study, the variable of natural connection in environmental psychology is introduced into the domain of green sports consumption, with the perceived value and trust of green buildings serving as representative emotional variables. The data analysis reveals that natural connection, along with the perceived value and trust of green buildings, acts as a chain intermediary between environmental cognition and the willingness to consume green sports stadiums. Research on natural connection within the consumer field is relatively scarce, yet it has been established that a promotional relationship exists between natural connection and pro-environmental behavior [80]. This relationship indicates that consumers’ pro-environmental behaviors are driven by the environmental value and sustainable development attributes inherent in the consumption of green sports stadiums. When consumers have a high level of environmental awareness, it becomes easier to establish an emotional connection with the natural environment. This emotional connection encourages consumers to pay more attention to their own behavior and the environmental protection value of their consumption choices. As a result, they perceive a higher value in green buildings and establish trust, ultimately forming the intention to consume green stadiums. This intention aligns with their desire to fulfill their own environmental value and sustainable development needs. This research helps to promote the relationship between environmental value and pro-environmental behavior, as well as the sustainable development attributes inherent in green stadium consumption. We believe this conclusion is consistent with existing research as a whole [81].

The chain mediation path of environmental responsibility within the environmental cognition subcategory does not hold as effectively as environmental awareness and green self-efficacy, which are generated through direct or indirect contact with the environment. The development of a sense of environmental responsibility is more about recognizing environmental problems [82], viewing the environment as an entity affected by one’s behavior, and considering environmental protection as a personal duty, rather than establishing a direct link with the environment. Additionally, a sense of environmental responsibility remains at the level of individual awareness and does not necessarily translate into action, with governmental environmental protection behavior often exemplifying personal action [83]. In contrast, the path involving environmental awareness and green self-efficacy plays a chain mediation role in natural connection and perceived value and trust in green buildings. According to the CAC model, intention results from the interaction of cognition and emotion, with cognitive factors positively influencing intention. However, relying solely on cognition is insufficient, as emotional factors are a crucial complement, catalyzing the cognitive impact on intention. Environmental awareness and green self-efficacy, through knowledge of environmental protection and the evaluation of self-protection behavior, respectively, establish an emotional connection with the natural environment, forming a natural link. This endows consumers with a stronger subconscious drive for environmental protection and behavioral norms, making them more likely to prioritize the environmental value of their consumption choices. Green buildings, as environmentally friendly structures, implement the principles of green, environmental protection, and sustainability from construction to operation. Consequently, consumers with a high level of natural connection pay greater attention to the environmental protection role and value provided by choosing green buildings. They trust green buildings more and are therefore more inclined to select green buildings as the preferred venue for stadiums over traditional options.

6. Summary and Outlook

In this study, a research model was constructed using the CAC model to promote green stadium consumption intention, and the relationships between variables were verified. The following conclusions were drawn from data collection and analysis: (1) Environmental cognition positively influences green stadium consumption intention. Environmental responsibility, environmental awareness, and green self-efficacy all significantly impact green stadium consumption intention. (2) The perceived value of green buildings and trust play a mediating role in the relationship between environmental cognition and its subcategories—environmental responsibility and environmental awareness—on the consumption intention of green stadiums. (3) Natural connection, along with the perceived value and trust in green buildings, acts as a chain mediator in the promotion of environmental cognition and its subcategories—environmental awareness and green self-efficacy—on the consumption intention of green stadiums.

The purpose of this paper is to provide a reference for studying the promotion of consumers’ green sports consumption behavior from cognitive and affective perspectives. From a theoretical standpoint, the emotional component of the CAC model constructed in this study includes the variable of natural connection, highlighting the significant impact of consumers’ connection with nature on their intention to consume green sports stadiums. Traditional Chinese cultural concepts such as Confucianism and Taoism, which emphasize the unity and coexistence of man and nature, deeply influence Chinese consumers, making them more likely to establish an emotional connection with nature and thereby promoting the consumption intention of green sports stadiums. This study also expands the CAC model to further elucidate the impact of cognition and emotion on consumer behavior, providing a theoretical reference for the future use of green buildings as a carrier of green consumer behavior and broadening the research ideas on consumer cognition and emotion in relation to green buildings. Additionally, this study identifies a psychological pathway for the government or administrators to recognize green stadiums more easily. By enhancing the public’s sense of environmental responsibility, environmental awareness, and green self-efficacy, an emotional connection with nature can be established, leading to greater attention to the environmental value of green buildings, fostering trust, and inclining consumers towards choosing green stadiums in their consumption decisions.

Regarding practical significance, from an individual perspective, this study enhances the green awareness of consumers and positively influences the dissemination of green culture, the formation of green habits, and the understanding of green behaviors. It underscores the close relationship between environmental green development and the healthy coexistence of humanity. From the perspective of government or administrators, a scientific and reasonable natural resources protection policy is crucial in promoting consumers’ environmental awareness. It helps the public realize that environmental protection is not solely the responsibility of the state but also a personal duty, thereby enhancing their sense of environmental responsibility. Strengthening the popularization of green knowledge is essential for consumers to acquire environmental knowledge, fostering their environmental awareness, and encouraging them to adopt green, environmentally friendly, and sustainable behaviors in the future.

The limitations of this study are detailed as follows: Firstly, while this study introduces the variable of natural connection into the exploration of green sports consumption behavior, this variable is relatively under-researched in this field. The influence of natural connection on green sports consumption is examined from a broad perspective, which holds some research significance but lacks depth. Secondly, although the study’s questionnaires encompass diverse samples across various age groups and incomes, and the sample size meets research and modeling standards, it remains relatively small from a broader perspective. In terms of sample diversity, different age groups were considered, but comparative analyses focusing on environmental perceptions and the impact of factors such as different occupations and health levels were not emphasized. Thirdly, the sample country for this study is China. Given the differences in national conditions, traditional cultures, policy formulation and implementation, and green sustainable management across countries and regions, further exploration is required to incorporate these factors into studies of different countries or regions.