The purpose of this article is to study whether preference for a product increased, or decreased, as a consequence of information that the product was either eco- or fair trade labelled. An additional purpose was to investigate associations between importance attached to values and preference for eco- and fair-trade labelled food products. Effects of information that orange juice was either eco- or fair trade labelled were studied in an experimental setting, with a sample of Swedish students. Importance attached to values was measured with the list of values (LOV) scale. Taste preference was the evaluated aspect.