Research On The Impacts Of Environmental Consciousness On Consumption Intention Of Green Hotel

In the past few decades,Chinese economy has developed rapidly,but resources and environmental issues have become increasingly serious.The Chinese government is also aware of the seriousness of environmental issues and has put the solution of environmental issues at an unprecedented height.In the field of consumption,from the 21 st century to the present,consumers gradually realize that their consumption behaviors may cause harm to the environment.They are also increasingly expressing their strong demands for green products and green services in their consumption,and turn to the green consumption mode.Against the background of the strong social call for environmental protection and the transformation of consumer demands,in order to meet the needs of the macro-environment of green consumption advocated by the state,the hotel industry has been actively transforming and advocating "green hotel" has become an important measure of differentiated competition for hotel enterprises.At present,the green hotel market has not developed as fast as expected.Consumers' purchase behavior is an important factor affecting the development of the green hotel market,and consumers' consumption intentions have an important impact on their purchasing behavior.Therefore,from the perspective of consumers,it is particularly important to explore their intentions for the consumption behavior of green hotel products.This thesis builds a theoretical model based on the theory of planned behavior,taking consumer environmental awareness as an independent variable,behavioral attitude,behavioral control,subjective paradigm as a intervening variable,recent environmental behavior as a moderator,green hotel's consumption intention as a dependent variable,trying to explore the influence factors of domestic consumers for green hotel consumption intention.Based on the relevant empirical research on green hotels in China,through the questionnaire survey of domestic consumers,using Structural Equation Modeling(SEM)and Latent Moderated Structural Model(LMS),with SPSS19.0,AMOS21.0,Mplus7.2 as tool.The result verifies the hypothesis that environmental awareness affects the relationship between variables in the green hotelconsumption intention model.Also,the thesis proposes strategies to improve and stimulate consumers' intentions for green hotels from three perspectives: the consumers,the green hotel companies and the countries.The empirical analysis shows that consumers' environmental awareness positively influences consumer's intention to consume green hotels through behavioral attitudes,subjective paradigms,and behavioral control,and is positively regulated by recent environmental behaviors.With the enhancement of environmental behavior level,the regulatory effect is also enhanced.The conclusion of this thesis provides theoretical and practical support for the study of the environmental mechanism of consumers' green consumers' consumption intentions and provides inspiration for the management of green hotels.At the same time,it also promotes the green hotel reform in China and provides some reference recommendation to the development of the green hotel market provides some reference recommendations.