This paper investigates consumers’ willingness to pay (WTP) a price premium for two environmental attributes of a non-food agricultural product. We study individual preferences for roses associated with an eco-label and a carbon footprint using an economic experiment combining discrete choice questions and real economic incentives involving real purchases of roses against cash. The data are analyzed with a mixed logit model and reveal significant premiums for both environmental attributes of the product. (A paraître : in European Review of Agricultural Economics)