Photophysical and photochemical properties of 3-hydroxy-2-naphthoic acid [3,2-HNA] and 1-hydroxy-2naphthoic acid [1,2-HNA] in different aprotic, protic, and ion exchange ( Nafion) polymers have been described in this article. In both molecules, intramolecular hydrogen bond (IMHB) exists between OH and COOH functional groups. Both 3,2-HNA and 1,2-HNA form different emitting species in different polymeric media. Fluorescence characteristic of 3,2-HNA is found to depend on its concentration, nature of the microenvironment, and wavelength of excitation, while 1,2-HNA is less susceptible to these changes. 3,2-HNA exhibits dual fluorescence band ( normal and large Stokes shifted) in aprotic and only a single large Stokes shifted fluorescence in protic polymers, while 1,2-HNA shows a single fluorescence band along with weak phosphorescence emission in these polymers. Both excited-state inter and intramolecular proton transfer (ESPT) take place in 3,2-HNA in aprotic and protic polymers, resulting in large Stokes shifted emission band. A competition between ESIPT and excimer formation is observed by the appearance of rise time on increasing the concentration of 3,2-HNA in protic polymer. In Nafion film, 3,2-HNA is present as a cationic as well as neutral species. The presence of extra protons in Nafion film facilitates excited-state intramolecular proton transfer ( ESIPT) in the neutral species of 3,2-HNA and gives large Stokes shifted emission ( 10 500 cm(-1)). No such effect is observed in 1,2-HNA doped in Nafion film. It is observed that, depending on the position of the IMHB ring, the electronic spectra get modified and the strength of IMHB is affected by the micro-environment of the polymer which alters the photophysics of these molecules.