This study explores Canadian consumers' willingness to pay (WTP) for environmentally friendly tires, investigating the connection between environmental concern and economic decision-making. The research is based on a mixed-methods approach, combining a quantitative survey with qualitative interviews to capture a comprehensive view of consumer behavior. The findings indicate that consumers are willing to pay a significant premium for tires with a better-than-average environmental impact, contingent upon product attributes meeting or exceeding their expectations. The results also reveal that consumers' environmental concerns significantly influence their WTP. This research contributes to understanding how environmental impact factors into consumer purchasing decisions in the tire industry, suggesting implications for marketing strategies and policymaking aimed at promoting sustainable consumption.