Empirical Research On How Emotion Influence Green Consumption Intention Under Different Levels Of Involvement

With more and more environmental problems showing up in Chain, central government is paying more attention on environmental protection and green consumption, and Chinese green consumption market has development further as a result. Nowadays some economy hotel like SEVEN DAYS, MOTEL and PODINNS are claiming that they are “ going green ”. However, due to the lack of sufficient theoretical direction, many green hotels fail to deliver their idea of “ going green ” to their consumers successfully. How to implement green marketing strategy better, and how can these green hotels raise their occupation rate attracting more consumers. This research aims to answer these questions.This research try to find out the correlation between consumers’ involvement and their consumption intention of green hotels first. Then we will take emotion as an moderator discussing its moderating effect on the correlation between consumers’ involvement and their consumption intention of green hotels. In this research, emotion is divided into four categories, namely modest positive emotion, highly positive emotion, modest negative emotion and highly negative emotion. This research use questionnaires to collect information of consumers’ involvement and their consumption intention of green hotels, and use experiments to control subjects’ emotions stimulating different kinds of emotions. In the end, this research use SPSS20.0 and AMOS18.0 to analyze all data collected.After the analysis, this paper draws four conclusions. First, consumers’ involvement has positive effect on consumption intention of green hotels; second, highly positive emotion will weaken the positive correlation between consumers’ involvement and consumption intention of green hotels; third, modest negative emotion will strengthen the positive correlation between consumers’ involvement and consumption intention of green hotels; fourth, highly positive emotion will weaken the positive correlation between consumers’ involvement and consumption intention of green hotels. From this conclusions, we can easily know that consumers who hold high level of involvement are more likely to check in green hotels. However, this possibility will decrease when consumers are in highly positive emotion or highly negative emotion. On the contrast, this possibility can increase if consumers feel modest negative.Depending on conclusions mentioned above, this research can provide some suggestion for green hotels. On one hand, green hotel should collect information of their customers’ involvement using this information to divide consumers into two groups, namely high involvement group and low involvement group. For high involvement group, green hotels should advertise their contribution on environmental protection, while for consumers who hold low level of involvement, green hotels should offer discounts to encourage them to check in green hotels. Furthermore, since modest negative emotion can raise customers’ consumption intention of green hotel significantly, when deliver the concept of green lodging, green hotel should reveal the seriousness of environmental problems to some degree aiming to raise customers’ awareness of environmental protection and to stimulate their modest negative emotion, in which way can increase consumers’ consumption intention of green hotel.