Next Article in Journal
Development of a Solar-Tracking Movable Louver with a PV Module for Building Energy Reduction
Previous Article in Journal
Research on the Method of Automatic Generation and Multi-Objective Optimization of Block Spatial Form Based on Thermal Comfort Demand
Previous Article in Special Issue
AI-Driven Green Building Technology Innovation: Knowledge Structure, Evolution Trends, Research Paradigms and Future Prospects
 
 
Search for Articles:
Title / Keyword
Author / Affiliation / Email
Journal
Article Type
 
 
Advanced Search
 
Section
Special Issue
Volume
Issue
Number
Page
 
Journals
Buildings
Volume 15
Issue 12
10.3390/buildings15122099
buildings-logo
Submit to this Journal Review for this Journal Propose a Special Issue
► Article Menu

Article Menu

share Share announcement Help format_quote Cite question_answer Discuss in SciProfiles
first_page
settings
Order Article Reprints
Font Type:
Arial Georgia Verdana
Font Size:
Aa Aa Aa
Line Spacing:
Column Width:
Background:
Article

A Study on the Effect of Perceived Functional Risk on the Public’s Purchase Intention in Green Sports Stadium Services—Based on the Perspective of Motivational Protection Theory

by
Chenfan Liu
1,
Kai Guo
2,
Jinhao Wu
2,
Kai Zhao
3,
Hao Li
1 and
Longrui Qi
1,*
1
School of Physical Education, Baoji University of Arts and Sciences, Baoji 721016, China
2
School of Economics and Management, Wuhan Sports University, Wuhan 430079, China
3
School of Economics and Management, Chengdu Sport University, Chengdu 641418, China
*
Author to whom correspondence should be addressed.
Buildings 2025, 15(12), 2099; https://doi.org/10.3390/buildings15122099
Submission received: 17 April 2025 / Revised: 15 June 2025 / Accepted: 15 June 2025 / Published: 17 June 2025
(This article belongs to the Special Issue Green Building Design and Construction for a Sustainable Future—2nd Edition)
Browse Figures
Versions Notes

Abstract

:
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.

1. Introduction

Under the dual background of the intensification of global climate change and the deepening of the concept of sustainable development, green development has become an important direction for the transformation and upgrading of various sections of society [1]. As a critical pathway to achieving green development, green consumption emphasizes balancing resource conservation and environmental impact throughout the consumption process, and it has been widely promoted in fields such as construction [2], transportation [3], and tourism [4]. In recent years, with the advancement of China’s “dual carbon” goals, green consumption has gradually evolved from policy-driven advocacy to broader public practice [5]. Although overall awareness has increased, consumers’ specific choices remain constrained by cognitive biases and behavioral inertia [6]. As a vital component of public service infrastructure, sports stadiums have drawn growing attention from both academia and industry regarding their green construction and operation [7]. Green sports stadiums refer to integrated sports facilities that fully incorporate energy-saving and environmentally friendly concepts throughout their design, construction, and operation stages [8]. For example, the ‘Ice Ribbon’ National Speedskating Stadium for the Beijing 2022 Winter Olympics uses carbon dioxide transcritical direct-cooling ice technology, which greatly reduces greenhouse gas emissions. Such stadiums not only significantly reduce energy consumption and carbon emissions while improving resource efficiency but also enhance environmental quality and optimize user experience [9].
However, although the value of green sports stadiums in terms of environmental protection and social benefits is becoming more and more significant, they still face the problem of insufficient consumer willingness to participate in the actual consumption process [10]. This contradictory phenomenon highlights the key disconnection between the application of green technology and the response of the consumer market and the theoretical blind spot in the analysis of the consumer decision-making mechanism in existing studies. Most studies focus on macro-level issues such as the overall development of green buildings, general characteristics of green consumption, and policy-driven promotion [11,12], while relatively few have examined consumer behavior within the specific context of green sports stadiums. As a result, there remains a lack of in-depth exploration into the micro-level psychological mechanisms that drive consumer choices in this domain.
Established studies have shown that consumers have higher functional misgivings about green products than traditional products [13,14], and traditional consumer behavior theories regard perceived risk as a core inhibiting factor in consumption decisions [15]. In the consumption context of green sports stadiums, as a special consumption space with both functionality and experience, the application of green technologies (e.g., photovoltaic systems and rainwater recycling devices) may trigger additional consumer concerns about facility performance and safety standards [16]. Based on the theory of protection motivation, when individuals perceive potential threats and risks, their behavioral motivation will be significantly affected, and then their behavioral choices will be characterized by the tendency to avoid harm [17]. Specifically, consumers who perceive higher functional risks in the context of green sports stadiums tend to reduce their recognition of their green value and, thus, reduce purchase intention.
In the existing literature, green perceived value, as an important variable in the field of green products and services, is considered an important psychological mechanism that influences consumer perception and behavior [18]. Green perceived value is usually reflected in consumers’ perception of the positive value that green sports stadiums bring in terms of environmental protection, health promotion, and sustainable development [19]. When consumers can fully recognize the green attributes and environmental benefits of green sports stadiums, their evaluation and purchase intention of the stadiums will be significantly increased [20,21]. However, the existence of a perceived risk function tends to weaken consumers’ recognition of green value, forming a negative effect on green sports stadium services purchase intention [22]. In addition, a sense of accomplishment, as a key variable widely used in recent years in the research of public services, tourism, and consumer behavior, usually refers to the sense of satisfaction, value, and accomplishment that consumers obtain in the process of consumption experience [23]. Meanwhile, consumers’ perceived value has a significant positive effect on their sense of accomplishment, and the enhancement of a sense of accomplishment not only strengthens consumers’ positive attitudes toward consumption but also further promotes their purchase intention [24].
Based on this, this paper constructs the conceptual framework of “perceived risk function-green perceived value-sense of accomplishment-green sports stadium services purchase intention” based on integrating previous research. Based on the conceptual framework of “perceived risk function—green perceived value—sense of accomplishment—green sports stadium services purchase intention”, this paper introduces the Protection Motivation Theory (PMT) as the theoretical basis to systematically analyze the influence mechanism of perceived risk function on green sports stadium services purchase intention and its action path. Building on this framework, the study expands the perspective of the interplay between perceived risk and psychological value in green consumption research, enriching the application of PMT in the context of green sports stadium consumption. Meanwhile, the findings also provide targeted managerial and marketing insights for the construction and operation of green sports stadiums.

2. Literature Review and Hypothesis

2.1. Perceived Functional Risks and Purchase Intention for Green Sports Stadium Services

Green sports stadium services purchase intention is built on green purchase intention, which is defined in the field of green consumption research as the possibility and willingness of individuals to prioritize products with eco-friendly features over traditional products in consumption [25]. Sports stadiums, as carriers of people’s sports consumption, provide sports consumption, including viewing consumption, product consumption, and participation consumption, all of which are service contents that sports stadiums can provide to consumers. Therefore, combined with green purchase intention, this study interprets green sports stadium services purchase intention as the possibility and willingness of consumers to choose green sports stadiums with green environmental value and eco-friendly attributes instead of traditional sports stadiums when choosing sports stadiums to purchase the services they provide.
In the field of psychology, there has been a great development of risk theory, and in the field of consumer behavior, the research on perceived risk originated in 1960. Bauer [26] proposed the theory of perceived risk, which believes that there is a certain amount of risk in the process of consumer purchasing behavior and that the consequences of purchasing behavior are not fully predictable. Perceived risk includes not only the uncertainty of the consumer about the purchase decision but also the consequences of making a wrong decision. Further scholars, such as Dowling [27], defined perceived risk as the consumer’s perception of uncertainty and unfavorable consequences when purchasing products and services. Many scholars believe that perceived risk is a multidimensional concept, which includes the loss of time, money, and physical loss that consumers need to bear when they make purchase intentions. In Kaplan’s [28] study, he divided perceived risk into five components through regression analysis, which include physical risk, psychological risk, social risk, financial risk, and performance risk. Subsequently, in Chaudhuri’s [29] study, principal component analysis was conducted on the dimensions of perceived risk, and two factors were extracted from them, namely functional risk and emotional risk. Functional risk reflects financial risk, performance risk, and physical risk. Emotional risk reflects both social and psychological risks. In Beneke [30], functional risk is described as the consumer’s uncertainty that the outcome of purchasing a product will not meet his or her expectations; it expresses the consumer’s concern that the promised function of the product will not be realized. In the field of green consumption, the seller labels the product or service provided as green, environmentally friendly, and sustainable, but the consumer is concerned about whether or not the promise will be fulfilled and whether the actual function will be produced after the consumer behavior is carried out. Therefore, perceived functional risk is defined in this study as the uncertainty of consumers’ expectations about the green, environmental, and other functionality of a product or service after purchase. Perceived functional risk, as a sub-concept of perceived risk, reflects consumers’ concerns about risk in a more detailed way. It focuses on the overall risk perception of consumer products, paying attention to whether the functions provided by the product are consistent with those promoted by the seller after consumption. This is also consistent with current research in the green field. When choosing green consumption, consumers are more concerned about whether their consumption behavior can produce environmentally friendly, green, and sustainable functions. This is also one of the important reasons why consumers have green purchase intentions. This study believes that in exploring the purchase intention of green sports stadium services, the perceived functional risk is more relevant and in line with the psychological changes in consumers in this green consumption behavior in reality, reflecting the real reality.
Motivational protection theory describes the process of an individual’s assessment and judgment of risk in the face of risk and then generates risk-coping behavior [31]. In recent years, scholars have introduced it into the field of consumption and through motivational protection theory to describe the driving role of consumers’ perceived risk on purchase intention. Motivation protection theory, as a behavioral theory, focuses on the assessment and response to threats. Its theoretical framework divides this behavioral process into three aspects: information sources, cognitive mediation processes, and response patterns. It believes that when individuals face high risks, they can reduce the estimated risks through certain behaviors and protect themselves from risk harm. The motivation protection theory, as a comprehensive explanation of behavioral mechanisms and processes, emphasizes both the role of individual factors and the regulatory role of cognitive processes. Therefore, it is believed to have a certain guiding significance for this study. Mitchell [32] believes that perceived risk is a kind of prediction of consumers for their own loss, which is based on their subjective expectations. Loss is based on their subjective expectations, which will have an impact on consumer behavior. Perceived risk theory suggests that when consumers generate purchase intention, they are more likely to make consumption decisions that minimize the perceived risk compared to choosing to maximize the expected return. With the development of perceived risk-related content in the field of green consumer behavior, the impact of perceived risk on consumers’ purchase intention has been confirmed in related studies, and Kim [33] argues that when consumers’ perceived risk decreases consumers’ purchase intention will increase, i.e., there is a negative correlation between the two. In the study of Juliana [34], it is also stated that there is a significant effect of perceived risk on the creation of green purchase intention of consumers. In addition, in Bhukya’s [35] study, it was found that perceived functional risk has a greater impact on the generation of consumer purchase intention compared to other dimensions of perceived risk. The motivation protection theory suggests that coping strategies can serve as informational sources. When consumers select green sports stadiums as their consumption targets, they perceive the products and services as better aligned with the advertised green functions and, consequently, exhibit a higher purchase intention for this green consumption behavior. To summarize, when consumers perceive the functional risk of green sports building stadiums as being superior to traditional green sports buildings in terms of environmental protection, green and low carbon emissions, and sustainability, they are more inclined to choose green sports stadiums as their consumption object, which in turn generates higher green sports stadium services purchase intention. Therefore, based on the above, hypothesis H1 is proposed:
H1: 
Perceived functional risk affects the relationship of purchase intention in green sports stadium services.

2.2. The Mechanism of Green Value Perception in Promoting the Purchase Intention of Green Sports Stadium Services Through Perceived Functional Risks

Perceived value is defined as the consumer’s overall evaluation of the benefits of a product or service [36]. It is not only an important bridge between the seller and the consumer in establishing a relationship but also plays a crucial role in generating purchase intention; when the consumer has a higher level of perceived value of the product, he or she is more likely to generate purchase intention [37]. As green issues, environmental protection, and sustainability have gradually become central to development in recent years, consumers have increasingly focused on the green value associated with the products or services they purchase. Scholars have introduced perceived value into the field of green consumption, referencing Chen’s (2012) [20] study, which defines green value perception as the consumer’s perception of a product or service based on their environmental concerns, sustainability expectations, and demand for green products. Sustainable expectations and green demand for the net benefits of a product or service were also highlighted in his study, which pointed out that consumers are more likely to develop green purchase intentions when the green value provided by a product or service aligns with their demand. Furthermore, Xie’s [38] study found a negative relationship between perceived risk and perceived value. Chen (2008) [39] found that when consumers experience a lower level of perceived risk, they tend to trust the green, environmental, and sustainable values promoted by suppliers, making them more likely to adopt green consumption behaviors. Casidy [40] pointed out that when consumers’ perceived risk decreases, they pay a premium for the green features of the product, and they perceive the green value offered by the goods or services.
In the cognitive mediation process of motivation protection theory, threat assessment is an important component. Green value perception includes the promotion value of green, environmental protection, and sustainability generated by purchasing behavior, which makes consumers adapt to the threat assessment of green sports stadium services purchasing behavior, that is, change the threat behavior, make them recognize the purchase of green sports stadium services from a cognitive level, and generate a willingness to choose this purchasing behavior. In turn, it can be inferred that when consumers perceive the green sports stadium in the consumption decision-making in the pollution emissions, building materials, environmental protection, the use of the cycle, and other functional risks are small, it is easier to find in the choice of green sports stadium as a consumer object can provide green, environmental protection and sustainable value and, thus, produce a higher level of green sports stadium services purchase intention; therefore, based on the above-proposed, we present the following hypothesis:
H2: 
Perceived functional risk promotes the purchase intention of green sports stadium services through green value perception.

2.3. The Mechanism of Sense of Acquisition in Perceived Functional Risk Promoting Purchase Intention of Green Sports Stadium Services

The sense of accomplishment is a term derived from the fusion of subjectivity and objectivity. In Jia’s [41] study, the sense of accomplishment is divided into two components, where “acquisition” describes the objective content of what the individual has acquired, and perception is the subjective judgment of the objective content of the acquisition. It is a subjective judgment of what is objectively acquired. In this study, a sense of accomplishment is defined as the subject’s subjective pre-evaluation of the objectively acquired content. In the field of green consumption, once consumers feel their consumption behaviors align with their environmental beliefs or expectations, which are based on their own beliefs about environmental protection and objective evaluation of their consumption objects, they feel a sense of accomplishment. This objective perception has a driving effect on their consumption behavior and generates green purchase intention. They then tend to choose to adhere to green consumption behaviors. The motivation protection theory also refers to the evaluation of an individual’s own response to perceived risks. The theory behind response evaluation is an important component of the cognitive mediation process. When consumers realize that choosing to purchase green sports stadiums is a green and environmentally friendly behavior, they realize that green environmental protection is a common goal of all mankind, and they wish to shape and pay attention to their own environmental image when choosing this purchasing method. This leads to an increased sense of accomplishment in shaping their own environmental image and environmental beliefs when they perceive lower environmental harm risks when purchasing products, and they choose green purchasing methods with environmental attributes [42]. In addition, Bellis [43] pointed out that the sense of loss and relative deprivation is the antithesis of a sense of accomplishment, and perceived risk is the objective prediction and judgment of the loss suffered by the individual; then, the same study deduced that there exists a certain antagonistic relationship between the two and that when the consumers perceived functional risk is relatively low, they are more likely to choose green consumption methods with environmental attributes. When consumers perceive functional risk is relatively low and the harm to the environment is low, their environmental protection beliefs will be satisfied to a certain extent and produce a greater sense of accomplishment, which will drive their purchase intention. Therefore, hypothesis H3 is proposed based on the above:
H3: 
Green perceived risk promotes the purchase intention in green sports stadium services through the sense of accomplishment.

2.4. The Mechanism of Green Value Perception and Sense of Gain in Promoting the Purchase Intention of Green Sports Stadium Services Related to Perceived Functional Risks

In the study of Rizka [44], it is stated that the tendency of the relationship between perceived risk, green value perception, and green purchase intention is indirect, and the effect of perceived risk and green value perception on green purchase intention is not directly generated by the effect. Motivational protection theory states that individuals produce protective behaviors in three steps: the individual perceives the risk and evaluates the threat and coping ability to produce protective behaviors [45], and in the field of consumption, the consumer evaluates the risk and his own loss after the implementation of consumption behavior and then evaluates his own ability to cope with the situation. Further explanation of this process is based on the theory of motivation protection. In its theoretical framework, the cognitive mediation process constitutes the central element of the framework, encompassing the evaluation of threats and response strategies. The cognitive evaluation and response evaluation align with the perception of green value and the sense of gain, respectively. When the perceived functional risk is reduced, it provides a higher level of green value perception and sense of accomplishment from the cognition and experience generated by choosing green sports stadium services for purchase, thus generating an adaptive response and recognizing the purchase of green sports ‘ services stadiums and generating a higher purchase intention. Green value perception and sense of accomplishment also reflect the psychological change process of consumers’ green sports stadium purchase intention. Green value perception is based on the perception of functional risk. When consumers realize that the reduction in functional risk corresponds to their richer perception of the green value of consumption objects, it is not only the reduction in environmental damage but also the contribution to the sustainable value of environmental protection. This process also enables consumers to obtain more belief in environmental protection due to this consumption behavior and improve their sense of accomplishment. Through this process of psychological perception and expectation, they can establish the green sports stadium purchase intention. In this study, it is inferred that green value perception and a sense of accomplishment are the components of consumers’ assessment of their own coping ability, in which when consumers judge that they can obtain more green value for environmental protection and green and sustainable development, they have a subjective evaluation of their objective acquisition and, thus, a sense of accomplishment, which together promote consumers’ green purchases. This will jointly promote the emergence of consumers’ green purchase intention. Therefore, based on the above, hypothesis H4 is proposed (the model diagram is shown in Figure 1):
H4: 
Perceived functional risk promotes the purchase intention in green sports stadium services through green value perception and a sense of accomplishment.

3. Study Method

This study employed a combined random and snowball sampling approach for questionnaire distribution. This methodology enabled the efficient acquisition of data from the target population while mitigating the limitation of poor representativeness often associated with significant bias in collected data. It further ensured broad geographical coverage of participants. Crucially, for segments of the target group characterized by occupational insularity, dissemination through social networks effectively circumvented organizational access barriers. The inherent recommendation mechanism within snowball sampling also enhanced participant trust, thereby improving questionnaire response rates and validity rates. Although snowball sampling carries an inherent risk of increased sample homogeneity, this potential bias was proactively addressed during the initial distribution phase. This was achieved through stratified selection of initial respondents and controlling for social network diversity. The specific implementation involved (1) distributing the questionnaire to members of the public across diverse cities (stratified by GDP tier) and (2), subsequently, collecting data from additional participants recruited based on referrals and diffusion initiated by the initial respondents.
Acknowledging that certain questionnaire items unavoidably contained sensitive terminology, the instrument was meticulously designed to maximize participant privacy protection. This design choice aimed to foster respondent engagement and minimize potential negative impacts. Due to geographical dispersion, time constraints, and budgetary considerations, data collection was conducted exclusively online. The research protocol involved no collection of private information and secured necessary distribution permissions. Regarding privacy safeguards, a pop-up informed consent form was presented on the questionnaire landing page. This form explicitly stated the research purpose, data usage plans, and anonymization protocols. Participants were clearly informed of their right to withdraw from the questionnaire at any point without penalty. Prior to the main survey, a pilot test was conducted with 39 participants to assess instrument validity. The results yielded a Cronbach’s Alpha coefficient of 0.83 (>0.7), indicating high reliability and confirming the questionnaire’s feasibility. The main questionnaire distribution phase occurred over a two-week period, resulting in 1200 distributed questionnaires. A total of 1159 questionnaires were formally returned. After excluding invalid responses (e.g., random marking, omissions, errors), 1073 valid questionnaires were retained. This represents a valid return rate of 92.58%.
In a research object comprising 613 males and 460 females, male samples are slightly more plentiful; in terms of education, 297 people achieve a level of education below secondary school or as far as secondary school and 776 people achieve a level of education above secondary school; the more educated groups accounted for the majority of participants. Moreover, 745 people were from an eastern region, 247 people were from a western region, and 81 people were from a central region. People from the eastern region accounted for the majority of participants. More sample information is shown in Table 1. In general, the research sample of this paper is more balanced and has certain representative value.

Measurement of Variables

The measurement of perceived functional risk (PFR) in this paper draws on Zulfikar’s [44] study and makes simple adjustments (e.g., cultural adaptation: Given cognitive biases among the domestic public regarding emerging green technologies, cultural adaptation of the instrument was performed. For instance, expressions of “technological uncertainty” and “skepticism” in the original scale were adapted into contextually resonant phrasing like “environmental functions might just be a gimmick”, e.g., semantic equivalence reconstruction; Western-context terms like “environmental claims” were adjusted to fit consumers’ cognitive frameworks, using the concept of “environmental function”. Thus, an original item, “Environmental claims may exaggerate actual benefits”, was localized as “The actual eco-efficacy of green sports venues is not high”, preserving the core skepticism toward technological credibility while aligning with domestic green marketing controversies. Similar contextual adjustments were applied to subsequent items. A pilot test with 39 participants confirmed no semantic ambiguity in the questionnaire items.) For the development of green sports stadiums in China, forming a three-item scale for GPR in this paper, e.g., “I think that the environmental protection function of green sports stadiums may just be a gimmick”, “I think the actual green efficacy of green sports stadiums is not high”, and “I think the environmental protection function of green sports stadiums with higher ticket prices at this stage is suspected to be deceptive”. Cronbach’s Alpha = 0.877 > 0.7.
The measures of green value perception (GVP) and sense of accomplishment (SA) were adapted from the scales of Chen et al. [20], Lin et al. [46], and Chang et al.‘s [47] previous studies, respectively, to form a two-dimensional, seven-item scale for GVP in this study. Items include, for example, “I think that the environmentally friendly technology used in stadiums is more energy efficient than traditional stadiums”, “I think that working out in green sports stadiums can reduce my carbon footprint”, “I think that the environmentally friendly operation of green sports stadiums can significantly reduce environmental pollution”, “Exercising in green sports stadiums makes me feel that I am making a practical contribution to environmental protection”, “Exposure to green sports stadiums enhances my environmental image among my friends”, “Choosing green sports stadiums creates a greater sense of eco-morality in me”, and “I think the construction and maintenance of green sports stadiums are of great environmental value”. Cronbach’s Alpha = 0.862 > 0.7.
A three-dimensional, nine-item scale for SA was developed, including items such as, “I think the green services provided by the green sports stadiums are convenient”, “I think the green facilities in the green sports stadiums have enhanced my comfort during exercise”, “I believe that exercising in green sports stadiums can more efficiently achieve my sports and health goals”, “Using green sports stadiums makes me feel that my lifestyle is more environmentally friendly, healthy, and of higher quality”, “When exercising in green sports stadiums, the natural landscape, such as green plants and landscapes, makes me feel both physically and mentally happy”, “Playing sports and exercising in green sports stadiums can alleviate my anxiety about urban pollution to some extent”, “I feel that people around me will think that I have a sense of social responsibility because I choose green sports stadiums”, “I think I can meet more like-minded people through green sports stadiums”, and “Using green sports stadiums makes me feel that I belong to the environmental protection group”. Cronbach’s Alpha = 0.848 > 0.7.
Finally, the measurement of purchase intention (PI) in green sports stadium services was adapted from the research scale of Zhang [48] et al. The original scale was adjusted and modified in this paper based on the characteristics of the research object and topic. A five-item scale for the dependent variable was developed, including items such as, “I would prefer this green sports stadium to a traditional one”, “I would still be willing to purchase green membership services even if the green sports stadium charges slightly more than the regular stadium”, “I plan to increase my spending on tickets or sports courses in the future”, “I would be willing to purchase green membership services even if the green sports stadium charges slightly more than the regular stadium”, “I plan to increase my spending on tickets or exercise classes at the green sports stadium in the future”, “I am willing to recommend green sports stadiums to others as a preferred place for fitness and exercise”, and “Green sports stadiums are my first choice for participating in sports activities compared to my friends and relatives”. Cronbach’s Alpha = 0.894> 0.7.

4. Findings

4.1. Common Method Bias and Validation Factor Analysis

In this paper, the Harman one-way test was used to assess common method bias. The results indicate that there are seven factors with eigenvalues greater than 1; the total explained variance is 76.275%, and the variance explained by the first principal factor is 37.558%, which is less than the critical criterion of 40%. Therefore, no significant common method bias problem exists in this paper, and further analysis can proceed. In this paper, the subsequent validation factor analysis was conducted using Mplus 8.3 software, and the model analysis fitting results showed that the CMIN/DF was 2.043, which was less than the standard of less than 3, the TLI and CFI reached the standard of more than 0.9, the SRMR was 0.028, which was less than 0.08, and the RMSEA was 0.031 which was less than 0.08, and each of the fitting indexes conformed to the general standard of the research. Therefore, it can be concluded that the model in this paper demonstrates an excellent fit.
As shown in Table 2, the standardized factor loadings of each measure for each variable are greater than 0.6 or more, the component reliabilities (CR) are greater than 0.7, and the average variance extracted (AVE) are greater than 0.5, indicating good convergent validity for each variable.

4.2. Distinguishing Validity and Correlation Analysis

In this paper, differential validity was assessed using the more rigorous AVE method, where the AVE open root sign of each factor had to be greater than the correlation coefficient of each paired variable, indicating that there was differential validity between the factors. The AVE open root sign of each factor is greater than the standardized correlation coefficient off the diagonal, so this study still has differential validity, as shown in Table 3 (diagonal downward triangles are correlation coefficients).

4.3. Structural Equation Modeling Analysis

After verifying the correlations among the four core variables, in order to further explore the path of action among the four, this study used Mplus 8.3 software to build a structural equation model and obtained the overall model test results (Figure 2). After analysis, the various fit test indicators of the model are CMIN/DF (designed to measure the overall degree of deviation of the model from the data) = 2.043 due to the large sample size, the chi-square value is too sensitive, so this paper mainly refers to other indicators to judge the model fit advantages and disadvantages. Among them, CFI (comparing the degree of improvement between the hypothetical model and the independent model) = 0.983, TLI (fit index adjusted based on model complexity) = 0.981, RMSEA (designed to measure the approximation error between the model and the data) = 0.031, and SRMR (aimed at reflecting the degree of covariance that cannot be explained by the model) = 0.028, which shows that this paper’s model fit is better.
Figure 2 and Table 4 present the standardized path coefficients between variables. The results showed that the direct effect: PFR had a significant negative effect on RP (β = −0.111, p < 0.05), and hypothesis H1 was valid; indirect effect 1: PFR had a significant negative effect on GVP (β = −0.515, p < 0.05), and GVP had a significant positive effect on RP (β = 0.318, p < 0.05), and hypothesis H2 holds; indirect effect 3: PFR has a significant negative effect on SA (β = −0.214, p < 0.05) and SA has a significant positive effect on RP (β = 0.367, p < 0.05), hypothesis H3 holds; indirect effect 3: GVP has a significant positive effect on SA (β = 0.547, p < 0.05), hypothesis H4 was established.
This study further used the Bootstrap method to repeat the sampling 5000 times and calculate 95% confidence intervals to carefully verify the mediating effect between variables. The results (Table 4) showed that the Bootstrap 95% confidence intervals for both GVP and SA did not contain 0, indicating that both play a significant mediating role between PFR and PI, with a total mediating effect value of −0.346, which accounted for 75.88% of the total effect. This suggests that PFR affects PI more through an indirect pathway.
At the same time, there are significant differences in the three paths through which green value perception and sense of accomplishment play a mediating role. Specifically, the effect value of indirect path 1: “PFR → GVP → PI” is −0.164, accounting for 35.96% of the total effect; indirect path 2: “PFR → SA → PI” is −0.078, accounting for 17.11% of the total effect; indirect path 3: “PFR → GVP → SA → PI” is −0.078, accounting for 17.11% of the total effect. The effect value of indirect path 2: “PFR → SA → PI” is −0.078, accounting for 17.11% of the total effect; the effect value of indirect path 3: “PFR → GVP → SA → PI” is −0.103, accounting for 22.59% of the total effect. Overall, the second indirect path has the largest mediating effect.

5. Discussion and Analysis

5.1. Negative Effect of Perceived Functional Risk on Green Sports Stadium Services Purchase Intention

The results of the study show that perceived functional risk has a significant negative effect on green sports stadium services purchase intention, which is consistent with the core hypothesis of Protection Motivation Theory (PMT). When consumers face unknown or potential risks, they tend to adopt behavioral strategies that tend to avoid harm, thus reducing or avoiding consumption decisions that may bring losses [17]. In the consumption context of green sports stadiums, although the application of green technologies aims to enhance sustainability and resource utilization efficiency and helps to promote the popularization of the concept of environmental protection, consumers may still be more skeptical about their technological maturity and actual use effects [49]. The paradox of environmental benefits coexisting with consumer skepticism may lie in the fact that the environmental value of green sports stadiums is often difficult for consumers to perceive directly. The environmental benefits brought by green technologies are more evident over long-term system operation rather than through consumers’ immediate experiences [50]. Meanwhile, compared with traditional stadiums, green sports stadiums have higher technical complexity in energy management, equipment operation, and intelligent control, which may trigger consumers’ concerns about safety, reliability, and functionality [51]. This uncertainty not only reduces consumers’ trust in green sports stadiums but also may make them more inclined to choose traditional stadiums in their consumption decisions to avoid the potential risks brought by technological uncertainty, which reduces their purchase intention for green sports stadium services. Although existing studies generally suggest that perceived risk inhibits green consumption behavior, most have focused on the product level, primarily addressing risks associated with performance uncertainty [20,52]. In contrast, this study centers on green sports stadiums as service-oriented spaces, exploring consumers’ risk perceptions within the context of green service experiences. This perspective contributes to the theoretical development of green consumption behavior in service settings. Therefore, to mitigate the negative impact of perceived functional risk on consumers’ willingness to engage with green sports stadiums, managers should focus on enhancing consumer awareness and trust in green technologies. Specific strategies include strengthening technical education and promotion, improving user experience design, and increasing information transparency to alleviate consumer concerns about technological maturity and reliability, thereby fostering greater confidence and willingness to consume.

5.2. Perceived Functional Risk Affects Green Sports Stadium Services Purchase Intention by Inhibiting Green Value Perception and Inhibiting Sense of Accomplishment

The study further validates the mediating role of green perceived value between perceived functional risk and green sports stadium services purchase intention. This finding aligns with prior research to some extent. For example, Şen et al. (2020) noted that in service-oriented consumption contexts, perceived risk significantly reduces consumers’ perceived value of hotel services [53]. Similarly, Luo et al. (2022) found that consumers’ perceived green value of energy-saving products significantly influenced their purchase intentions [18]. Building on this, the current study confirms that perceived green value mediates the impact of perceived risk on consumer decision-making within the context of green sports stadium services consumption. Specifically, when consumers perceive higher functional risk in green sports stadiums, they recognize less green value (e.g., environmental friendliness, healthiness, and sustainability) provided by the stadiums, and thus reduce the purchase intention. To enhance consumer acceptance of green sports stadiums, managers should strengthen consumers’ awareness of environmental and technical reliability by introducing authoritative green certifications, visually showcasing the advantages of green technologies, and sharing real user experiences. Reducing perceived functional risk helps reinforce perceived green value, thereby increasing green consumption intention.
This study also found that a sense of accomplishment plays a significant mediating role between perceived functional risk and green sports stadium services purchase intention. According to Self-Determination Theory, when consumers harbor concerns about the functional risks of green technologies, the process by which they fulfill intrinsic psychological needs through consumption is notably hindered [54]. A sense of accomplishment is the subjective experience of consumers’ satisfaction with their own needs in the consumption process, including practical value, emotional value, social value, and other dimensions [55]. When the green technology of a stadium is not fully trusted by consumers, they may expect a lower quality of experience or convenience, thus weakening the sense of accomplishment [56]. For example, if consumers perceive that the intelligent energy management system of green sports stadiums may lead to inconvenience or reduced comfort, they may lower their expectations or even choose to give up their consumption before they consume. Therefore, managers should focus on service details to improve the usability and comfort of green technologies while also establishing real-time feedback and interaction mechanisms to enhance user engagement. By optimizing the overall service experience, it is possible to effectively enhance consumers’ sense of gain and mitigate the negative impact of perceived functional risk.

5.3. Chained Influence Processes of Green Value Perception and Sense of Accomplishment

This study further reveals the chain influence process of perceived functional risk through green perceived value and sense of accomplishment. This finding provides a new theoretical perspective for understanding the psychological evolution of consumer behavior in the context of green sports stadiums. According to the Protection Motivation Theory, when consumers perceive risks associated with green technologies, they not only assess the severity of the threat directly but also engage in progressive decision-making by reconstructing value perceptions and integrating experiential feedback [57]. In the context of this study, if consumers perceive that the intelligent lighting system, energy-saving temperature-control equipment, or water recycling system of a green sports stadium may have stability problems, they may question the effectiveness of these technologies in actual use, thus weakening their recognition of the overall value of a green sports stadium. In addition, the reduction in green perceived value will also further affect consumers’ sense of accomplishment, which not only comes from the functional experience but also includes the psychological fulfillment brought by consumers’ green consumption [58]. When consumers question the green technology of a stadium, they may believe that the cost they pay does not match the value they receive and, thus, reduce their purchase intention for the stadium. For example, if consumers are concerned that the actual effect of the environmental technology does not match the publicity, they may have a psychological gap in the process of using the technology, which will greatly reduce the overall consumption experience. This finding further validates the chain reaction mechanism of consumers’ psychological perception in the decision-making process, i.e., consumers will not only reduce their PURCHASE INTENTION directly due to the functional risk but will also adjust their behavioral tendency gradually through the cognition and experience of the product or service [59]. Therefore, in promoting green sports stadiums, managers should focus on strengthening consumers’ authentic perception and positive experience of green value—such as enhancing the visibility, reliability, and effectiveness of green technologies—in order to increase their sense of gain, alleviate negative expectations induced by perceived risks, and ultimately facilitate the long-term transformation toward green consumption behavior.

6. Conclusions

This study constructed a research model of perceived functional risk and green sports stadium services purchase intention on the basis of motivational conservation theory and tested the chain mediation relationship between perceived functional risk, green value perception, sense of accomplishment, and green sports stadium services purchase intention. The following conclusions are drawn from further analysis: first, there is a negative influence between perceived functional risk and green sports stadium consumption intention, and the lower the consumer’s perceived and the lower the perceived functional risk, the more it 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 purchase intention; third, green value perception and sense of accomplishment in stadium consumption have a negative influence on the relationship; forth, green value perception and sense of accomplishment in stadium consumption have a negative influence on the relationship. Value perception and sense of accomplishment play a chain mediating role between perceived functional risk and green sports stadium services purchase intention. This study proposes suggestions for green sports stadium managers to increase consumers’ purchase intention based on the above conclusions. Firstly, we must strengthen the promotion and popularization of green technology and green sports stadiums, and enhance consumers’ awareness and trust in green sports stadium services. Secondly, we must optimize the details of sports stadium services. We must also improve consumers’ purchasing experience in green sports stadium services and enhance their sense of gain. Thirdly, we must strengthen green technology certification and green knowledge education to alleviate consumers’ doubts about green sports stadium services, open up stadiums service experiences, enhance consumers’ sense of gain in actual experiences, and promote their purchase intention toward green sports stadium services. This study, to some extent, analyzed the psychological changes in consumers’ purchase intention toward green sports stadium services. Based on previous research on perceived risk in green consumption behavior, it further subdivided perceived functional risk and introduced it into the study of green sports consumption behavior. It deeply analyzed the promotion mechanism of consumer green sports consumption behavior and provided corresponding suggestions for sports stadium managers to promote the operation and marketing of green sports stadiums, providing a reference for further research on promoting consumer green sports consumption behavior. In addition, as the theoretical basis of this study, the motivation protection theory also expands the application of motivation protection theory in the field of green consumption in this study, expanding the perception of risk from their own risk to environmental risk. With the continuous close relationship between man and nature, people integrate the risk of environmental protection with their own cognition and transfer their own risk of gain and loss to the content of external concern, which provides a reference for future research in the field of green consumption, and also expands the connotation of motivation protection theory to a certain extent.
There are still some shortcomings in this study. First, there are relatively few studies on green sports consumption behavior in the academic world, and in this study, the psychological evolution of consumers’ green sports stadium services purchase intention is discussed from a relatively macroscopic perspective, which is meaningful to a certain extent, but it is not deep enough to explore the deeper psychological or other elements. Secondly, although this study has chosen to cover as many groups as possible, there are still shortcomings in the overall view, and the differences between countries and regions are not explained in detail; thirdly, although different demographic characteristics of the samples were included in the survey, there was no in-depth difference analysis of the differences between different occupations, different types of physical activity, and so on. Therefore, in future research on the consumption behavior of green sports, we should further analyze factors such as sample difference, regional universality, or many research methods, such as experimental methods. At the same time, this also provides a reference for further exploring the field of green sports consumption and widens the research scope of green sports consumption, such as green sports manufacturing, green brands, and other related research content.

Author Contributions

Software, H.L.; Formal analysis, J.W.; Data curation, K.G.; Writing—original draft, C.L.; Writing—review & editing, L.Q.; Supervision, K.Z. All authors have read and agreed to the published version of the manuscript.

Funding

This research received no external funding.

Data Availability Statement

The data are available from the corresponding author upon reasonable request.

Conflicts of Interest

The authors declare no conflict of interest.

References

  1. Adamowicz, M. Green deal, green growth and green economy as a means of support for attaining the sustainable development goals. Sustainability 2022, 14, 5901. [Google Scholar] [CrossRef]
  2. Ho, S.P.; Wen, S.C.; Hsu, W.C.; Bambo, I.M.A. Raising the demand for residential green buildings: A general consumer behavior model, the evidence, and the strategies. Build. Environ. 2024, 252, 111267. [Google Scholar] [CrossRef]
  3. Wu, J.; Ahmad, S.F.; Ali, Y.A.; Al-Razgan, M.; Awwad, E.M.; Ayassrah, A.Y.B.A. Investigating the role of green behavior and perceived benefits in shaping green car buying behavior with environmental awareness as a moderator. Heliyon 2024, 10, e30098. [Google Scholar] [CrossRef] [PubMed]
  4. Chen, T.; Liu, G. Global perspectives on environmental policy innovations: Driving green tourism and consumer behavior in circular economy. J. Environ. Manag. 2025, 374, 124138. [Google Scholar] [CrossRef]
  5. Hua, K.; Pang, X. Investigation into the factors affecting the green consumption behavior of China rural residents in the context of dual carbon. Sustainability 2024, 16, 5797. [Google Scholar] [CrossRef]
  6. Dreyer, H.; Sonnenberg, N.; Van der Merwe, D. Transcending linearity in understanding green consumer behaviour: A social–cognitive framework for behaviour changes in an emerging economy context. Sustainability 2022, 14, 14855. [Google Scholar] [CrossRef]
  7. Kellison, T.B.; Kim, Y.K. Marketing pro-environmental stadiums in professional sport: Planting seeds of change among existing and prospective consumers. J. Sport Manag. 2014, 28, 34–48. [Google Scholar] [CrossRef]
  8. Francis, A.E.; Webb, M.; Desha, C.; Rundle-Thiele, S.; Caldera, S. Environmental sustainability in stadium design and construction: A systematic literature review. Sustainability 2023, 15, 6896. [Google Scholar] [CrossRef]
  9. Lyu, S.O. Unveiling willingness to pay for green stadiums: Insights from a choice experiment. J. Clean. Prod. 2024, 434, 139985. [Google Scholar] [CrossRef]
  10. Cao, L.; Hou, Y.; Shen, X.; Feng, S.; Liu, C.; Huang, Q. The Influence of Social Mass Environmental Cognition on Consumption Intentions in Green Stadiums from the Perspective of CAC Modeling. Buildings 2024, 14, 2744. [Google Scholar] [CrossRef]
  11. Wang, S.; Chen, S.; Nah, K. Exploring the mechanisms influencing users’ willingness to pay for green real estate projects in Asia based on technology acceptance modeling theory. Buildings 2024, 14, 349. [Google Scholar] [CrossRef]
  12. He, A.; Li, A. Intervention policies for promoting green consumption behavior: An interdisciplinary systematic review and future directions. J. Environ. Manag. 2025, 373, 123917. [Google Scholar] [CrossRef] [PubMed]
  13. Luchs, M.G.; Naylor, R.W.; Irwin, J.R.; Raghunathan, R. The sustainability liability: Potential negative effects of ethicality on product preference. J. Mark. 2010, 74, 18–31. [Google Scholar] [CrossRef]
  14. Hou, Y.; Chen, S.; Zhang, Y.; Yao, Z.; Huang, Q. Green Skepticism? How Do Chinese College Students Feel about Green Retrofitting of College Sports Stadiums? Buildings 2024, 14, 2237. [Google Scholar] [CrossRef]
  15. Wang, T.; Tian, M. Exploring consumer perceived risk and purchase intention of water-saving appliances: A moderated dual-mediation model. Front. Psychol. 2023, 13, 1099897. [Google Scholar] [CrossRef]
  16. Bruhn, C.M. Enhancing consumer acceptance of new processing technologies. Innov. Food Sci. Emerg. Technol. 2007, 8, 555–558. [Google Scholar] [CrossRef]
  17. Rogers, R.W. A protection motivation theory of fear appeals and attitude change1. J. Psychol. 1975, 91, 93–114. [Google Scholar] [CrossRef]
  18. Luo, B.; Li, L.; Sun, Y. Understanding the influence of consumers’ perceived value on energy-saving products purchase intention. Front. Psychol. 2022, 12, 640376. [Google Scholar] [CrossRef]
  19. Chen, Y.S. Towards green loyalty: Driving from green perceived value, green satisfaction, and green trust. Sustain. Dev. 2013, 21, 294–308. [Google Scholar] [CrossRef]
  20. Chen, Y.S.; Chang, C.H. Enhance green purchase intentions: The roles of green perceived value, green perceived risk, and green trust. Manag. Decis. 2012, 50, 502–520. [Google Scholar] [CrossRef]
  21. Ng, P.M.; Cheung, C.T.; Lit, K.K.; Wan, C.; Choy, E.T. Green consumption and sustainable development: The effects of perceived values and motivation types on green purchase intention. Bus. Strategy Environ. 2024, 33, 1024–1039. [Google Scholar] [CrossRef]
  22. Yan, D.; Wang, C.; Sun, T.; Wen, D. The impact of service experience on sustainable customer engagement: The mediation of green perceived value and customer satisfaction. Corp. Soc. Responsib. Environ. Manag. 2024, 31, 2175–2194. [Google Scholar] [CrossRef]
  23. Huang, G.; Li, D.; Yu, L.; Yang, D.; Wang, Y. Factors affecting sustainability of smart city services in China: From the perspective of citizens’ sense of gain. Habitat Int. 2022, 128, 102645. [Google Scholar] [CrossRef]
  24. Hamari, J.; Sjöklint, M.; Ukkonen, A. The sharing economy: Why people participate in collaborative consumption. J. Assoc. Inf. Sci. Technol. 2016, 67, 2047–2059. [Google Scholar] [CrossRef]
  25. Amin, S.; Tarun, M.T. Effect of consumption values on customers’ green purchase intention: A mediating role of green trust. Soc. Responsib. J. 2021, 17, 1320–1336. [Google Scholar] [CrossRef]
  26. Bauer, R.A. Consumer behavior as risk taking. In Proceedings of the 43rd National Conference of the American Marketing Assocation, Chicago, IL, USA, 15–17 June 1960; American Marketing Association: Chicago, IL, USA, 1960. [Google Scholar]
  27. Dowling, G.R.; Staelin, R. A model of perceived risk and intended risk-handling activity. J. Consum. Res. 1994, 21, 119–134. [Google Scholar] [CrossRef]
  28. Kaplan, L.B.; Szybillo, G.J.; Jacoby, J. Components of perceived risk in product purchase: A cross-validation. J. Appl. Psychol. 1974, 59, 287. [Google Scholar] [CrossRef]
  29. Chaudhuri, A. A macro analysis of the relationship of product involvement and information search: The role of risk. J. Mark. Theory Pract. 2000, 8, 1–15. [Google Scholar] [CrossRef]
  30. Beneke, J.; Greene, A.; Lok, I.; Mallett, K. The influence of perceived risk on purchase intent-the case of premium grocery private label brands in South Africa. J. Prod. Brand Manag. 2012, 21, 4–14. [Google Scholar] [CrossRef]
  31. Boer, H.; Seydel, E.R. Protection motivation theory. In Predicting Health Behavior: Research and Practice with Social Cognition Models; Conner, M., Norman, P., Eds.; Open University Press: Maidenhead, UK, 1996; pp. 95–120. [Google Scholar]
  32. Mitchell, V.W. Consumer perceived risk: Conceptualisations and models. Eur. J. Mark. 1999, 33, 163–195. [Google Scholar] [CrossRef]
  33. Kim, J.; Lennon, S.J. Effects of reputation and website quality on online consumers’ emotion, perceived risk and purchase intention: Based on the stimulus- organism-response model. J. Res. Interact. Mark. 2013, 7, 33–56. [Google Scholar] [CrossRef]
  34. Juliana, J.; Djakasaputra, A.; Pramono, R. Green perceived risk, green viral communication, green perceived value against green purchase intention through green satisfaction. J. Ind. Eng. Manag. Res. 2020, 1, 124–139. [Google Scholar]
  35. Bhukya, R.; Singh, S. The effect of perceived risk dimensions on purchase intention: An empirical evidence from Indian private labels market. Am. J. Bus. 2015, 30, 218–230. [Google Scholar] [CrossRef]
  36. Patterson, P.G.; Spreng, R.A. Modelling the relationship between perceived value, satisfaction and repurchase intentions in a business-to-business, services context: An empirical examination. services context: An empirical examination. Int. J. Serv. Ind. Manag. 1997, 8, 414–434. [Google Scholar]
  37. Sweeney, J.C.; Soutar, G.N.; Johnson, L.W. The role of perceived risk in the quality-value relationship: A study in a retail environment. J. Retail. 1999, 75, 77–105. [Google Scholar] [CrossRef]
  38. Xie, J.; Ye, L.; Huang, W.; Ye, M. Understanding FinTech platform adoption: Impacts of perceived value and perceived risk. J. Theor. Appl. Electron. Commer. Res. 2021, 16, 1893–1911. [Google Scholar] [CrossRef]
  39. Chang, H.H.; Chen, S.W. The impact of online store environment cues on purchase intention: Trust and perceived risk as a mediator. Online Inf. Rev. 2008, 32, 818–841. [Google Scholar] [CrossRef]
  40. Casidy, R.; Wymer, W. A risk worth taking: Perceived risk as moderator of satisfaction, loyalty, and willingness-to-pay premium price. J. Retail. Consum. Serv. 2016, 32, 189–197. [Google Scholar] [CrossRef]
  41. Jia, H.; Zhu, L.; Du, J. Fuzzy comprehensive evaluation model of the farmers’ sense of gain in the provision of rural infrastructures: The case of tourism-oriented rural areas of China. Sustainability 2022, 14, 5831. [Google Scholar] [CrossRef]
  42. Kothe, E.J.; Ling, M.; North, M.; Klas, A.; Mullan, B.A.; Novoradovskaya, L. Protection motivation theory and pro-environmental behavior: A systematic mapping review. Aust. J. Psychol. 2019, 71, 411–432. [Google Scholar] [CrossRef]
  43. Bellis, M.A.; Lowey, H.; Hughes, K.; Deacon, L.; Stansfield, J.; Perkins, C. Variations in risk and protective factors for life satisfaction and mental wellbeing with deprivation: A cross-sectional study. BMC Public Health 2012, 12, 492. [Google Scholar] [CrossRef] [PubMed]
  44. Zulfikar, R.; Mayvita, P.A. The relationship of perceived value, perceived risk, and level of trust towards green products of fast moving consumer goods purchase intention. JEMA J. Ilm. Bid. Akunt. Dan Manaj. 2018, 15, 85–97. [Google Scholar] [CrossRef]
  45. Rainear, A.M.; Christensen, J.L. Protection motivation theory as an explanatory framework for proenvironmental behavioral intentions. Commun. Res. Rep. 2017, 34, 239–248. [Google Scholar] [CrossRef]
  46. Lin, P.C.; Huang, Y.H. The influence factors on choice behavior regarding green products based on the theory of consumption values. J. Clean. Prod. 2012, 22, 11–18. [Google Scholar] [CrossRef]
  47. Chang, C.H.; Chen, Y.S. Managing green brand equity: The perspective of perceived risk theory. Qual. Quant. 2014, 48, 1753–1768. [Google Scholar] [CrossRef]
  48. Zhang, X.; Dong, F. Why do consumers make green purchase decisions? Insights from a systematic review. Int. J. Environ. Res. Public Health 2020, 17, 6607. [Google Scholar] [CrossRef]
  49. Gionfriddo, G.; Rizzi, F.; Daddi, T.; Iraldo, F. The impact of green marketing on collective behavior: Experimental evidence from the sports industry. Bus. Strategy Environ. 2023, 32, 5349–5367. [Google Scholar] [CrossRef]
  50. Braun, C.; Rehdanz, K.; Schmidt, U. Exploring public perception of environmental technology over time. J. Environ. Plan. Manag. 2018, 61, 143–160. [Google Scholar] [CrossRef]
  51. Elnour, M.; Fadli, F.; Himeur, Y.; Petri, I.; Rezgui, Y.; Meskin, N.; Ahmad, A.M. Performance and energy optimization of building automation and management systems: Towards smart sustainable carbon-neutral sports facilities. Renew. Sustain. Energy Rev. 2022, 162, 112401. [Google Scholar] [CrossRef]
  52. Hou, Y.; Gou, B.; Liao, J.; Zhang, Y.; Huang, Q.; Sun, B. Innovative Sports Venue Colors and Consumers’ Satisfaction Based on Multilevel Data: The Mediating Effect of Athletes’ Perceived Emotional Value. Buildings 2024, 14, 3674. [Google Scholar] [CrossRef]
  53. Şen Küpeli, T.; Özer, L. Assessing perceived risk and perceived value in the hotel industry: An integrated approach. Anatolia 2020, 31, 111–130. [Google Scholar] [CrossRef]
  54. Olanipekun, A.O.; Chan, A.P.; Xia, B.; Adedokun, O.A. Applying the self-determination theory (SDT) to explain the levels of motivation for adopting green building. Int. J. Constr. Manag. 2018, 18, 120–131. [Google Scholar] [CrossRef]
  55. Krishna, A. An integrative review of sensory marketing: Engaging the senses to affect perception, judgment and behavior. J. Consum. Psychol. 2012, 22, 332–351. [Google Scholar] [CrossRef]
  56. Hwang, Y.; Ballouli, K.; Bernthal, M.J.; Choi, W. Making sense of stimuli-local image fit in the sport stadiums: Mediating effects of sense of home and touristic experience on local and visiting spectators. Sport Mark. Q. 2024, 33, 47–65. [Google Scholar] [CrossRef]
  57. Ibrahim, H.; Al-Ajlouni, M.M.Q. Sustainable consumption: Insights from the protection motivation (PMT), deontic justice (DJT) and construal level (CLT) theories. Manag. Decis. 2018, 56, 610–633. [Google Scholar] [CrossRef]
  58. Hur, W.M.; Kim, Y.; Park, K. Assessing the effects of perceived value and satisfaction on customer loyalty: A ‘green’ perspective. Corp. Soc. Responsib. Environ. Manag. 2013, 20, 146–156. [Google Scholar] [CrossRef]
  59. Huang, D.; Jin, X.; Coghlan, A. Advances in consumer innovation resistance research: A review and research agenda. Technol. Forecast. Soc. Change 2021, 166, 120594. [Google Scholar] [CrossRef]
Buildings 15 02099 g001
Figure 1. Diagram of the hypothetical model.
Figure 1. Diagram of the hypothetical model.
Buildings 15 02099 g001
Buildings 15 02099 g002
Figure 2. Graph of structural equation modeling results.
Figure 2. Graph of structural equation modeling results.
Buildings 15 02099 g002
Table 1. Table of descriptive analysis of sample information (N = 1073).
Table 1. Table of descriptive analysis of sample information (N = 1073).
CausalityFormQuorumPercentage
sexmale61357.1
female46042.9
marital statusmarried79073.6
unmarried28326.4
age30 and below31028.9
31–4031929.7
41–5033230.9
50 or more11210.4
education attainmentLess than secondary school29727.7
Technical secondary school and above77672.3
suffix city name, meaning prefecture or countyeast74569.4
west24723
central817.5
Table 2. Results of validation factor analysis.
Table 2. Results of validation factor analysis.
VariantThemeFactor LoadingCRAVE
PFRPFR10.8190.8790.708
PFR20.843
PFR30.861
GVPGVP10.80.7940.658
GVP20.822
GVP1GVP110.8660.870.690
GVP120.834
GVP130.791
GVP2GVP210.7570.8840.657
GVP220.827
GVP230.763
GVP240.888
SASA10.8250.8030.579
SA20.723
SA30.726
SA1SA110.8450.8320.624
SA120.788
SA130.732
SA2SA210.8640.8580.669
SA220.8
SA230.788
SA3SA310.8060.8600.672
SA320.799
SA330.853
PIPI10.8010.8960.632
PI20.764
PI30.755
PI40.798
PI50.854
Table 3. Distinctive validity and correlation analysis.
Table 3. Distinctive validity and correlation analysis.
MSDPFRGVPSAPI
PFR3.6141.0670.841
GVP3.8320.828−0.417 **0.811
SA3.7250.775−0.390 **0.489 **0.761
PI3.5791.016−0.416 **0.503 **0.522 **0.795
Note: ** p < 0.01.
Table 4. Intermediation test table.
Table 4. Intermediation test table.
TrialsStandardized Effect Value95% Confidence IntervalProportion of Total Effect
Lower LimitLimit
Aggregate effect−0.456−0.51−0.4
Direct effect−0.111−0.182−0.0424.34%
Total indirect effects−0.346−0.398−0.29475.88%
PFR-GVP-PI−0.164−0.242−0.09835.96%
PFR-SA-PI−0.078−0.124−0.0417.11%
PFR-GVP-SA-PI−0.103−0.164−0.06322.59%
Disclaimer/Publisher’s Note: The statements, opinions and data contained in all publications are solely those of the individual author(s) and contributor(s) and not of MDPI and/or the editor(s). MDPI and/or the editor(s) disclaim responsibility for any injury to people or property resulting from any ideas, methods, instructions or products referred to in the content.

Share and Cite

MDPI and ACS Style

Liu, C.; Guo, K.; Wu, J.; Zhao, K.; Li, H.; Qi, L. A Study on the Effect of Perceived Functional Risk on the Public’s Purchase Intention in Green Sports Stadium Services—Based on the Perspective of Motivational Protection Theory. Buildings 2025, 15, 2099. https://doi.org/10.3390/buildings15122099

AMA Style

Liu C, Guo K, Wu J, Zhao K, Li H, Qi L. A Study on the Effect of Perceived Functional Risk on the Public’s Purchase Intention in Green Sports Stadium Services—Based on the Perspective of Motivational Protection Theory. Buildings. 2025; 15(12):2099. https://doi.org/10.3390/buildings15122099

Chicago/Turabian Style

Liu, Chenfan, Kai Guo, Jinhao Wu, Kai Zhao, Hao Li, and Longrui Qi. 2025. "A Study on the Effect of Perceived Functional Risk on the Public’s Purchase Intention in Green Sports Stadium Services—Based on the Perspective of Motivational Protection Theory" Buildings 15, no. 12: 2099. https://doi.org/10.3390/buildings15122099

APA Style

Liu, C., Guo, K., Wu, J., Zhao, K., Li, H., & Qi, L. (2025). A Study on the Effect of Perceived Functional Risk on the Public’s Purchase Intention in Green Sports Stadium Services—Based on the Perspective of Motivational Protection Theory. Buildings, 15(12), 2099. https://doi.org/10.3390/buildings15122099

Note that from the first issue of 2016, this journal uses article numbers instead of page numbers. See further details here.

Article Metrics

Back to TopTop