This study examines customers’ willingness to pay more for green practices in restaurants using hypothetical scenarios. The objective of this study is to investigate the characteristics of consumers with a higher willingness to pay more and examine the relationship between consumers’ perceptions of green brand image and their willingness to pay more for a restaurant’s green practices. A total of 334 responses showed that more than two-thirds of restaurant customers would be willing to pay extra money for green restaurant practices. Age, previous experience, involvement, and self-perception were found to be significant in accessing consumers’ willingness to pay more for green practices in restaurants. In addition, the results showed that customers with a strong likelihood to pay more for green practices had higher perceptions of green brand image than those who were less likely to pay extra.