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.

Environmental pollution has become a significant issue, and environmental protection within the realm of sports has garnered increasing attention from various sectors of the academic community. This study takes the public’s intention to purchase sports stadiums as the research object, introduces two mediating variables of green value perception and sense of accomplishment, builds a hypothetical model from the perspective of motivation protection theory, and explores the influence of perceived functional risk of green sports stadiums on consumption intention through SEM analysis based on the samples of the recovered questionnaires (N = 1073). The results are as follows: first, there is a negative influence between perceived functional risk and green sports stadium consumption intention, and the lower the perceived functional risk of green sports stadiums, the more consumers can promote their choice of green sports stadiums when they consume in stadiums; second, green value perception plays a mediating role in the relationship between perceived functional risk and green sports stadium services consumption intention; third, a sense of accomplishment plays a mediating role in the relationship between perceived functional risk and willingness to consume green sports stadium; fourth, green value perception and a sense of accomplishment play a chain mediating role between perceived functional risk and willingness to consume in the context of green sports stadiums. This study aims to contribute to the popularization and development of green sports stadiums in China and to provide green sports stadium builders and managers with more targeted and effective marketing strategies.