“Avoidance” or “Approach”?—The Compensatory Consumption Psychological Mechanism of Environmental Moral Emotions on Green Sports Stadium Consumption Intention

With the continuous acceleration of the green transformation of sports stadiums, green sports stadiums characterized by low-carbon and sustainable attributes provide consumers with green consumption options in the context of sports consumption. By constructing a structural equation model, this study examines the effects of environmental awe and environmental guilt on green sports stadium consumption intention, as well as the parallel mediating role of compensatory consumption psychology. The results show that, first, environmental awe and environmental guilt have significant positive effects on green sports stadium consumption intention; second, environmental awe and environmental guilt exert positive effects on compensatory consumption psychology, including symbolic, enhancement, emotional restorative, and resilience dimensions; third, the parallel mediation analysis reveals that significant parallel mediating effects are observed only among avoidance-oriented mediators, whereas such effects are not confirmed among approach-oriented mediators. This study aims to provide theoretical references for further exploring the compensatory consumption mechanisms of green sports stadiums, promoting consumers’ intentions toward green sports stadium consumption, and supporting the operation of green sports stadiums.