The research design of this study also helped to reducethe effects of the social-desirability bias, because pro-environmental attributes were never explicitly brought to participants’ attention. This approach has two advantages. First, as environmental labeling is not widespread (Borin et al., 2011) and often basic, the approach used in this paper reflects a relatively realistic situation. Consumers seeking to minimize the impact of their consumption need to make daily choices based on their own appreciation. Second, unlike most previous studies, the absence of specific environmental indications avoids a bias that might result in an artificial preference for the pro-environmental product.