Research On The Impact Of Perception Of Hotel Green Service Innovation And Perception Of Green Image On Customers’ Pro-environmental Behavior

As the government and consumers pay more and more attention to green and sustainable development,all walks of life are seeking to achieve green and sustainable development through innovation.As a commercial organization,hotel industry consumes a large amount of electricity,water,gas and other resources and disposable products in daily activities,which is closely links to environmental sustainability.What’s more,as a typical service industry,hotel industry closely related to customers.Then,how to guide customers to participate green practices and cultivating customers’ pro-environmental behaviors,which are important measures for the global hotel industry to pursue sustainable development in the future.So,this paper takes the hotel industry as the background and Social Cognition Theory as the theoretical basis to how customers’ perceptions of hotel green service innovation and green image affect customers’ pro-environmental behaviors.Then,this paper incorporates customer gratitude into research,which as a positive moral affect can further research the formation mechanism of customers’ pro-environmental behaviors.Thus,this paper starts from the customers themselves,and takes the hotel’s green sustainable development practices and consumers’ pro-environmental attitudes as the background.It analyzes the mechanism that how customers can influence their own positive affect through green service innovation and green image perception,and then a description of the whole process from background to behavior that triggers pro-environmental behavior.This paper takes the hotel industry as the research scenario,and collects the sample data by designing a questionnaire and distributing it online to customers who have recently had hotel accommodation experience.After three months of data collection,and obtained 256 valid questionnaires in total.SPSS 21.0 and AMOS 20.0 software were used to conduct descriptive statistical analysis,as well as reliability and validity tests.Then,the hypotheses proposed by the research were tested by establishing structural equation model.The results show that:(1)Perception of green service innovation and perception of green image has a significant positive impact on customer gratitude.Through the comparison of coefficients,it is found that the impact of green service innovation perception on customer gratitude is greater than the impact of green image on customer gratitude.(2)Customer gratitude has a significant positive impact on the pro-environmental behaviors and indirect pro-environmental behaviors in the hotel,and through the comparison of coefficients,it is found that the impact of customer gratitude on the pro-environmental behaviors in the hotel is slightly greater than the indirect pro-environmental behaviors of customers.(3)Customers’environmental pro-environmental behaviors in the hotel has a significant positive impact on customers’ indirect environmental pro-environmental behaviors.(4)Customer gratitude mediates the relationship between the hotel’s green service innovation perception,green image perception,and customer pro-environmental behavior in the hotel,and customer gratitude also mediates the hotel’s green service innovation perception,green image perception,and indirect environmental pro-environment behavior of the hotel Relationship.Based on the Social Cognition Theory,this paper explores the hotel environment and individual factors on individual behavior,and incorporates customer gratitude into the field of social responsibility research,studying its impact on pro-environmental behavior,and responds to scholars’ calling that research on customer gratitude in the pro-social field.This paper regards customer gratitude as a positive moral affect variable,and broadens the research on positive affect among the factors affecting pro-environmental behavior.This paper also starts from the perspective of customer perception,and research the formation mechanism of pro-environmental behavior with the customer as the center,and provides enlightenment for green practice in the hotel industry.This paper also treats pro-environmental behavior as a two-dimensional structure,based on the moral affection nature of customer gratitude,study its mediating mechanism,and explores the "return" behavior of customers for hotels and human society,then provides a reference for the sustainable development of the industry and social environment.