The Research On The Influence Mechanism Of Guiding Information On Green Consumption Intention

At present,the consumption atmosphere leading consumers to form green living habits is on the rise,and there is a large space for research on green consumption behavior.Especially in the hotel consumption environment,resource consumption is frequent and large.Guiding consumers to realize green consumption behavior in this industry can not only save resources and achieve the purpose of protecting the environment,but also cultivate consumers' awareness of green consumption and improve their attention to the environment.Therefore,the hotel through the setting up of some guiding information of the prompt board to consumers advice and appeal,establish a green hotel corporate image,the concept of environmental protection,has become very critical.In order to achieve the purpose of leading customers to green consumption,some hotels set up a soft guiding information to remind consumers to pay attention to green consumption;Some hotels have set strong guiding information to guide consumers toward green spending.However,at present,there are still deficiencies and controversies in the academic circle on which of the two guiding information,strong or soft,can better promote consumers' green consumption behavior.After consumers are stimulated by the guiding information,the psychological reaction process and the influence on the green consumption behavior intention also need to be further discussed.Based on the theory of psychological resistance and the theory of dual rights,this study constructsa theoretical mechanism research model by taking the guiding information as the independent variable,the reverse psychology as the intermediary variable,the enterprise's environmental protection efforts as the regulating variable,and the consumer's green consumption behavior intention as the dependent variable.2×2 experiments were designed and the correlation between variables and the fitting degree of the theoretical model were verified by means of questionnaire survey and data analysis.The results show that :(1)there is a significant difference in the influence of strong and soft guiding information on green consumption behavior intention,and the effect of soft guiding information is better.(2)the reverse psychology plays an intermediary role in guiding information' intention to green consumption behavior.(3)enterprise environmental protection efforts to adjust the influence of guiding information on green consumption behavior intention.Under the high level of enterprise environmental protection efforts,strong guiding information can improve consumers' green consumption behavior intention more than soft ones.In the low level of enterprise environmental protection efforts,soft guiding information than strong guiding information can improve consumers' willingness to green consumption behavior.According to the above research conclusions,combined with the practical application of hotel consumption characteristics,for the guidance of the information design and the hotel to promote green consumption of consumers put forward reasonable Suggestions.At the same time,the research limitations and future research directions are pointed out.