Absorption and emission spectra of 2’,4’,4-trihydroxy-6’- methoxy-3-(3-methylbut-2-en-1-yl)chalcon (xanthohumol, XN) were detd. in solvents of varying polarity. A batochromic shift was obsd. in absorption and fluorescence spectra upon increase of solvent polarity (π-π* transition). The magnitude of change in the dipole moment was calcd. from Lippert–Mataga equation. The large change in dipole moment from ground to excited state was resulted by the redistribution of at. charges in excited state. The H bonds formation in the ground state and excited between XN mols. and solvent was proposed. The spectroscopic properties of XN were discussed in terms of the development of an efficient method for isolation of XN from raw material.