The environmental concern is no longer an exclusive theme for environmentalists and specialists of related areas, being now present in corporate, governmental and other sections of our society decisions. There is now a tendency for changes in the pattern of production and consumption of goods and services in order to avoid that the environmental degradation reaches the limits of enduring life in the planet. On the other hand, some consumers have begun to think about the impact of their choices on the environment, and have come to adopt a more conscious behavior in an attempt to diminish the environmental degradation now existent. The preference for environmentally friendly products, the adoption of a more responsible consumption of natural resources, such as water and energy, and the boycott of polluting companies are some of the examples of this new behavior. Therefore, the present work aims at verifying to what extent consumers value the ecological aspect of a certain product regarding its buying process. The chosen product was fruit juice ready to drink, and the analyzed ecological variable concerns the natural production process. In other words, juices made from organically grown fruits.