Céline MICHAUD * and Daniel LLERENA**

Sustainable consumption has recently been highlighted by numerous environmental programs like the United Nation Program fort he Environment. Moving consumption patterns towards more sustainable ones imply a deeper understanding of consumers ' behaviours. Insights about how consumers value the environmental attributes of private goods are necessary for firms to design and produce environmentally friendlier products as well as for public authorities to provide appropriate information and design efficient policy tools. This paper presents a real choice experiment investigating the individual valuations (or willingness to pay) of consumers for a red rose. Our results strongly support the existence of environmental preferences among consumers in the sense that consumers ' choices were significantly affected by the environmental attributes of the products and therefore by the information provided about these characteristics. It highlights the critical role of information in consumers ' decisions. Relevant environmental information about products and processes might link the production, consumption and regulatory systems and hence be one of the key of the change towards a more sustainable society. Key Words: Sustainable consumption; environmental preferences; choice experiment