This study investigates the rising trend of green hotel consumption in Guangzhou, China, emphasizing the psychological and social factors that influence consumer behavior. Drawing on data from approximately 430 respondents, collected through a structured questionnaire and analyzed via path analysis, the research explores how environmental perceptions shape the intention to stay in green hotels. The results reveal that environmental attitudes play a pivotal role, mediating the effects of moral reflection and altruism on consumption intentions. These findings underscore the importance of psychological drivers in sustainable tourism choices and suggest that enhancing environmental awareness can effectively encourage consumers to opt for eco-friendly accommodations.
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