After guests have paid a pretty penny for a night at the inn, even the most environmental guests may want to treat themselves to fresh towels every day and those little bottles of sweet-smelling shampoo. Despite the fact that most people describe themselves in surveys as environmentally conscious and as preferring green products, there's a big gap between consumer attitudes and consumer behaviors when it comes to going green, said Michael Giebelhausen, a marketing professor at the Cornell University School of Hotel Administration. "It can be nice to have fresh towels, and not doing so is a sacrifice," said Giebelhausen, whose current research focuses on the impact of hotel sustainability programs on guest satisfaction. "Participating requires some effort, and there's some cost to be incurred on the part of the consumer." Get the full story at CNN