||Sustainability has become an omnipresent concept within our culture and society. The importance of sustainability continues to grow as resources are depleted and cultures are irreparably damaged. The science of sustainability has taken on many forms such as renewable energy sources, transportation systems, political platforms, and sustainable tourism. Within the tourism industry, sustainability is now being manifested through certification programs. These programs allow tourism operators to reduce environmental impacts and incorporate sociocultural considerations into business practices, all the while maintaining, if not improving, the financial status of their businesses. This study examined why Bed and Breakfast (B&B) operators in the United States chose to participate or not in sustainable tourism certification programs. Ajzen's theory of planned behavior was employed to investigate the attitudes, social influence, perceived behavioral control, and belief structures of the B&B operators to further understanding of the behavioral intention of B&B operators and their participation in sustainable tourism certification programs.