| In recent years,the growing concern about environmental protection have become obvious,but hotel green consumption requires people to pay extra costs and efforts,and its benefits are potential,which makes it difficult to convince consumers to transform this concern to actual behavior.Many hotel organizations have started to pay more attention to green consumption,and have adopted some green consumption measures,when encouraging consumers to engage in green consumption,marketers often capitalize on the persuasive power of message signboards.However,convincing customers to engage in altruistic green consumption to be a very difficult task.Although the hotel has made some attempts to strengthen customers' green consumption,are these attempts effective? The characteristics of the hotel's green consumption make it more difficult for customers to be willing to engage green consumption.What is the most important factors of this potential behavior? It is still unclear about the industry,and the academic also have been rarely probed.Therefore,the implementation of effective green consumption measures to enhance customers' willingness to green consumption has always been the focus of hotel companies,and it is also an important topic that scholars need to explore.However,prior studies explores customers green consumption intention but mostly from social norms,and ignore the perspectives of green consumption goals and description methods.What kind of hotel message presentation type has a greater impact on customers' green consumption intention? There is still a lack of research in this academic.At the same time,scholars pay less attention to the cooperative role of customers in the process of green consumption,and there are few studies on the cooperation strategies of hotel green consumption.The hotel expects to shorten the return on long-term behavior of hotel green consumption by cooperating with customers.Which type of cooperation strategy is more stimulating to the customer's willingness to green consumption? The current research is still very scarce.In addition,when the interaction message present type and cooperation strategies effect on customers' willingness to green consumption? What is the mechanism underlying this effects? And what is the moderating factors on this effects? Prior research has barely answered these questions.Based on the review of relevant literatures,this paper uses the grounded theory to divide the type of message present on the hotel message signboards into two types:subjective presentation and objective presentation.Through four scenarios simulation experiments,we discussed the interaction between message presentation and cooperation strategy effect on customers green consumption intention,and its mechanism underlying this effects,analysis the moderating role of compensation methods and commitments.The results can provide some advice for hotel green consumption.Specifically,it mainly includes six chapters:The first chapter is the introduction.It mainly introduces research background,research questions,the significance of this study,research content,structural arrangement,research methods,technical routes and innovations.The second chapter is the literature review.It mainly summarizes the existing research results of green consumption,hotel green consumption,green messgae presentation,cooperation strategy,self-accountability consciousness,anticipated guilt,compensation method and commitment,and clarifies the entry point of this research.The third chapter is the qualitative research.We first summarized the characteristics of hotel green consumption,and then use the grounded theory to explore the types of hotel green message signboards presentation methods,and divide it into two types: subjective presentation mode and objective presentation mode,and compare two types of message present.The difference in presentation style lays the foundation for the research hypothesis and the construction of the conceptual model.The fourth chapter is the theoretical basis and research hypothesis.We first expounds the relevant theoretical basis of this paper,discusses the interaction information presentation mode and cooperation strategy effect on customers' green consumption intention,and the mechanism of this effect,as well as the moderating role of compensation mode and commitment on this effect,and proposes the relationship of variables and research hypothesis,builds the conceptual model.The fifth chapter is the empirical research.Through four scenario simulation experiments,the interaction information presentation mode and cooperation strategy effect on customers' green consumption willingness and its mechanism are tested,and the moderating role of compensation mode and commitment is tested to verify relevant research hypotheses.The results of Experiment 1 show that compared with of subjective message present,the information of objective presentation has greater influence on the customers to green consumption intention.Compared with the conditional cooperation strategy,the unconditional cooperation strategy can stimulate customers' greater willingness to green consumption.When a hotel imposes a incentive-based strategy,the objective present type has a stronger influence on the customer's green consumption intention than the subjective present type;when the hotel implements the reciprocal-based strategy,the subjective present type message has more impact on customers' green consumption compared with the objective presentation mode.The results of Experiment 2 show that the interaction influence between information presentation and cooperation strategy on the customer's willingness to green consumption is mediated by the selfaccoutability consciousness,anticipated guilt,the serial mediating role of selfaccoutability consciousness and anticipated guilt.The results of Experiment 3 show that monetary compensation negatively adjusts the the interaction influence between information presentation and cooperation strategy on customer self-accoutability consciousness and anticipated guilt,thus affecting the willingness of green consumption.On the the interaction influence between information presentation and cooperation strategy,service compensation positively adjusts self-accoutability consciousness and anticipated guilt,thus affecting green consumption intention.The results of Experiment 4 show that on the interaction effect between information presentation mode and cooperation strategy,the commitment have a moderating role.Compared with the general commitment,the customer who makes the specific commitment guarantees has a stronger self-accoutability consciousness and anticipated guilt.The sixth chapter is the research conclusion,management implications and directions for future research.It mainly summarizes and discusses the main research conclusions,to provide managers with some recommendations,analyzes the limitations of this paper,and points out the research direction of the future.The innovations of this research are mainly reflected in the following four aspects:(1)This paper does not follow the prior classification of information presentation from the perspective of social norms,and tries to use the grounded theory to devide it from the perspective of green consumption targets and description methods in information presentation.The exploratory research on information presentation method is divided into two types: subjective presentation and objective presentation.The differences between the two types of information presentation type are compared.This study will help to expand the research results of information presentation,and also help to deepen the research on the impact of information presentation on consumer green consumption intention.(2)This paper explores the impact of the interaction between information presentation and cooperation strategy on customers green consumption intention,and helps to enrich the research framework of customers green consumption.Previous studies have found that information presentation is an important factor in arousing customers' willingness to green consumption.Cooperation strategy is also the main means to stimulate customers' willingness to green consumption,but few studies to explore the interaction role between two.(3)This paper takes "stimulus-organism-reaction"(SOR)theory as the main line of logic,reveals the mechanism of the interaction influence of information presentation and cooperation strategy on customers green consumption intention,and helps academics to understand the mechanism process.In the past research on the mechanism of green consumption,some studies focus on the mediating role of responsibility consciousness from the perspective of cognition.Some studies focus on the mediating role of anticipated guilt from the perspective of emotion.From the two-dimensional perspective of cognition and emotion,this paper helps to further understand the mechanism of green consumption by exploring the mediating role of self-accoutability consciousness,anticipated guilt,and its serial mediating role.(4)This paper examines the moderating role of compensation and commitments,which helps to expand the research results related to compensation,and also helps deepen the commitment relevant research.First,this study helps to enrich the research results of compensation methods by exploring the moderating role of compensation,and provides academics with some recommendations to deeper understand the framework of customer green consumption.Most of the previous studies have independently examined the incentive effect of compensation on the green consumption intention,while ignoring the synergistic effects of compensation,information presentation methods and cooperation strategies.Second,prior research on commitment mostly discussed the commitment influence on customer green consumption intention from the perspective of customer relationship management.From the perspective of customers,this paper helps to expand the research results in the field of commitment research by exploring the moderating role of commitment,and has a theoretical guiding role for the hotel to fully understand the characteristics and functions of customer commitment and how to improve customer green consumption intention.Of course,given the author's limitations on time,ability,and energy,this article still has some limitations.First of all,This paper used the design of scenario simulation experimental.However,the simulated scenarios and real situations may be biased,which on some extent will affect the external validity of the research results.Secondly,there are some limations on research contents.Although this paper complies with most of the previous practices of hotel green consumption research,focusing on the two types of scenarios of towel reuse and water conservation,whether the research results are applicable to other hotel green consumption scenarios,further verification is needed.Besides,this paper controls the convenience damage and perceived importance of green consumption as control variables.It is necessary to examine these factors and the green consumption habits,previous travel experiences,social norms and other factors in the daily life of customers.In addition,this paper focuses on the medating role of self-accoutability consciousness and anticipated guilt.Although self-accoutability consciousness reflects the customers cognitive response,anticipated guilt reflects the customer emotional response,future research is necessary to consider the mediating role of other customer cognitive and emotional response variables.Furthermore,when examining the moderating role of compensation and commitment,this paper has certain limitations in the choice of compensation and commitment type.On the one hand,this paper simply divides the compensation into two types: monetary compensation and service compensation.However,the compensation are very diverse,and the comprehensive effects of monetary compensation and service compensation are not considered.It is necessary to further refine the classification of compensation,and to explore the moderating role of different types of compensation,and the synergistic moderating role of monetary compensation and service compensation in the future.On the other hand,this paper only discusses the commitment from the perspective of the specific content of the intervention,and does not consider the commitment from other intervention factors.It is necessary to further examine the commitment guarantee from the perspective of whether the commitment is guaranteed to be open,group,and explore its moderating role on the future.Finally,Although this paper refers to most of the previous practices of hotel green consumption experiment research,all the experiments are conducted by college students in Chengdu,the internal and external validity of the research results will be affected.In the future research,it is necessary to further increase the diversity of samples.In the actual green consumption situation of hotels,customers with different ages,genders,income levels,education levels,regions and cultural backgrounds are selected as samples to further verify the conclusions of this study. |
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