The current study was designed to investigate hotel customers’ environmental friendly decision-making process. This study proposed and tested the conceptual model including the critical components of one’s attitude toward green behaviors, overall image, and loyalty intentions(intentions to visit and recommend) in a green hotel context. A Web-based survey was employed to collect data through an online market research firm’s survey system. A total of 388 usable responses were returned. Following Anderson and Gerbing’s (1988) two step approach, the measurement model was first conducted to assess measurement quality, and then the structural model was estimated to test proposed model. The results of the measurement model verified an adequate level of reliability and validity of the measures. The findings from the structural model indicated that two major components of attitude(i.e., importance of being environmental friendly and perceived level of responsibility of corporations) significantly affect overall image of a green hotel, and this image is positively associated with loyalty intentions. Further, the current study results showed that overall image had a significant mediating effect on the formation of loyalty intentions. This study provides green hotel operators with useful insights about attitudes and image in relation to eco-friendly decisions, which eventually enable them to build up effective marketing strategies. Theoretical and practial implications, limitaitons of the study, and suggestions for future research are discussed.