<p>Taking hotel consumption as an example, we investigated the influence of different types of persuasive messages on the willingness of green consumption behavior, and constructed a theoretical mechanism research model based on psychological reactance theory and dual entitlement theory, innovatively introducing reactance as a mediating variable and corporate environmental efforts as a moderating variable. A 2*2 experiment was conducted in China, combined with questionnaire survey and data analysis to verify the interrelationship between variables and the fit degree of the theoretical model. The results showed that: the influence of soft persuasive messages on green consumption behavior was more significant than that of forceful persuasive messages; there was a mediating role of reactance in the influence on green consumption behavior; and corporate environmental efforts moderated the influence of that. Finally, based on the findings, reasonable suggestions are put forward for hotel managers to design persuasive messages and promote consumers’ green consumption.</p>