["Business Strategy and the Environment, Volume 35, Issue 3, Page 3857-3877, March 2026. ", "\nABSTRACT\nThis study investigates the key attributes of eco‐friendly products in the hospitality and tourism industries and examines the impact on consumer behavior through a three‐study approach. Study I utilized principal component analysis and identified five key factors: price relevance, external charm, visual attention, product symbolism, and emotional well‐being, explaining 79.06% of total variance. Confirmatory factor analysis confirmed the measurement model's validity. Study II employed Importance–Performance Analysis (IPA) with 406 respondents, revealing a notable performance gap (0.588) between importance (M = 5.645) and performance (M = 5.057), highlighting the need for performance improvements in eco‐friendly attributes. Attributes related to environmental considerations ranked highest in both importance and performance, whereas emotional and design‐related factors scored lower. Study III applied structural equation modeling (SEM) to explore relationships among eco‐friendly product attributes, brand marketing benefits, and repurchase intentions. Price relevance, product symbolism, and emotional well‐being positively influenced brand utilitarian benefits, whereas external charm negatively affected it. Visual attention was not significant. Brand utilitarian benefits strongly impacted both brand hedonic benefits and brand prominence, which in turn significantly affected self‐brand connection. Self‐brand connection exhibited a strong positive effect on repurchase intention. Overall, these findings emphasize that environmental and functional benefits are key drivers of brand marketing success and repurchase intentions for eco‐friendly goods in hospitality and tourism. The study provides robust quantitative insights to guide academics and practitioners in developing effective strategies to promote eco‐friendly consumption.\n"]