Millennials’ Consumption Intention Toward Green Stadiums in the Context of Environmental Law: The Roles of Facility Visibility, Green Communication, and Interactive Experience

Promoting the green development of large public buildings is a crucial pathway toward environmental sustainability. As a type of public building characterized by both high energy consumption and high public engagement, green stadiums provide an important setting for examining whether building-embedded green features are visible, understandable, and valued by users. In this sense, green stadium consumption intention is treated in this study as a building-related outcome that reflects user acceptance of green building spaces and services rather than as a generic green marketing preference alone. This study examines the effects of Green Facility Visibility, Perceived Green Communication, and Green Interactive Experience on Millennials’ Green Stadium Consumption Intention, while investigating the parallel mediating roles of Green Self-Efficacy and Future Orientation. A sample of 976 millennial users was surveyed. The hypothesized model was tested using covariance-based structural equation modeling (CB-SEM), and Bootstrapping was employed to validate the significance of the mediating effects. Findings reveal that: (1) Green Facility Visibility and Perceived Green Communication significantly and positively influence Green Stadium Consumption Intention, whereas the direct effect of Green Interactive Experience is insignificant; (2) Green Self-Efficacy mediates the relationships between Green Facility Visibility, Perceived Green Communication, and consumption intention; and (3) Future Orientation similarly mediates the relationships between Green Facility Visibility, Perceived Green Communication, and consumption intention. Rather than proposing a major theoretical breakthrough, this study offers a context-specific extension of green consumption research by introducing Green Self-Efficacy and Future Orientation as parallel mediators in a stadium setting. The findings show how building-related green cues and user cognition jointly shape the acceptance of green stadiums, thereby providing evidence relevant to the design, operation, and evaluation of public-facing green buildings.