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ABSTRACT
Consumers’ buying behavior is not always consistent with their positive attitude, particularly toward environmentally friendly products. In a survey of 197 travelers, the relative importance consumers ascribe to the attribute of green was assessed. Through a multi-methods study involving interviews, focus groups discussions, and forced-choice experiments that simulate market buying situation, it was found that consumers’ selection of hotel rooms is still much dictated by traditional choice factors. Through a conjoint analysis, it was found that consumers highly prioritized the price attribute. The green attribute was assigned a low relative importance of 4% among the respondents. Managerial and theoretical implications are discussed.