Green certification can help mitigate information asymmetry issue that hinders adoption of green technologies in hotel industry. This paper determines the willingness to pay of Vietnamese guests for hotels with certification using a discrete choice experiment. The results indicate that tourists in Vietnam tend to pay around 16% premium for hotels with green certification, reflecting Vietnamese consumers’ growing concern for the environmental protection. The findings also reveal that the demand for hotels with green certification are less elastic than the regular hotels, suggesting loyalty to hotels with green certification. Additionally, the counterfactual experiments indicate that requiring all regular hotels to achieve a medium level of green certification would increase their market share by around 13 percentage point, while removing all certification of green hotels would decrease their market share by around 14 percentage point. These insights provide valuable and timely support for Vietnamese government as it gathers information for the implementation of a green certification program in the hotel industry.
