This study developed conjoint models to examine consumers' preferences for foliage plants and to compare relative importance of foliage plants attributes that may influence consumers' choice behavior, then segmented the respondents into four groups. The respondents were asked to make tradeoffs between four attributes, and gave preference ranking to nine alternatives. The conjoint model was used to estimate for the preference ranking data. The degree of cultivation difficulty was the most important attribute, followed by performance duration, price and appearance. As to the market segmentation, consumer segments were constructed by using cluster analysis to examine the preference differences among the segments. Consumers in segment 1 were price sensitive. Consumers in segment 2 weighted cultivation difficulty most. Consumers in segment 3 paid much attention to performance duration. Consumers in segment 4 weighted the appearance of foliage plants most.