The tourism industry contributes greatly to stakeholders at tourism destinations, yet leaving negative prints on the environment. Besides, both tourism providers and tourists are often associated with unfavourable treatment of nature and disrespectful behaviour towards the destination's natural resources. Hence, understanding what influences tourists' attitudes and behaviour towards the environment is of great significance. Previous literature has already shed light on the importance of people's sociodemographic characteristics in molding their environmental attitudes and behaviour. Thus, this paper attempted to investigate whether tourists' sociodemographic variables influence their eco-friendly attitudes and behaviour when at tourism destinations. Similarly, such personal characteristics have been confirmed to assist consumers in their preferences towards product packaging. Based on this, and the fact that green products could enhance the quality of the environment and modify consumers' behaviour, the present study also focused on tourists' perception of green packaging and branding. The survey research was carried out among 368 Serbian tourists. The results confirmed differences in eco-friendly attitudes between male and female tourists, as well as between travelers of different occupational statuses and monthly income. Moreover, the findings pointed out that tourists' age correlates positively with their eco-friendly attitudes and behaviour. Interestingly, no significant differences were detected in the perception of green packaging and branding. Practical implications for destination marketers will be discussed in the paper.