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.