The Study on the Influencing Factors of Green Consumption Behavior in Shanghai High-Star Hotels

This research aims to explore the influencing factors of hotel customers' green consumption behavior, and analyze the mechanism of influencing factors on customers' green consumption behavior. Based on the results of a questionnaire survey of 413 customers in high-star hotels in Shanghai and uses exploratory factor analysis and multiple regression analysis to explore the influencing factors and mechanism of hotel customers' green consumption behavior. The results show that: Green consumption behavior includes general behavior and positive behavior. Subjective norms and perceived profits have significant positive effects and high explanatory power on general and positive green consumption behavior. Perceived profit and perceived loss have significant negative impact on general behavior and some positive behaviors, which together with perceived profit reflect the internal psychological attribution of consumers' green consumption behavior; The green consumption situation has higher explanatory effect on the green consumption behavior related to the lodging experience. Compared with previous studies, high-star hotel customers are more willing to take general behavior and positive behavior than general hotel public, and subjective norms have higher explanatory effect on general behavior and positive behavior.