A number of recent studies show that consumers are becoming increasingly aware of environmental issues, and are willing to give preference to websites that promote a responsible approach. However, the results of a conjoint analysis of 105 respondents show a tension between what online shoppers declare in favor of responsible logistics, and what they are actually inclined to do. In terms of attribute importance, delivery costs have the greatest influence on the purchasing decision, followed by delivery mode, packaging and, finally, delivery times. Finally, among the variables derived from the theory of planned behavior, only the social norm has a significant impact on consumers who are less committed to responsible behavior towards a sustainable logistics.