This paper explores the importance of pricing information in dealing with sustainable food preferences. It employs the Calibrated Auction-Conjoint Valuation Method (CACM), by comparing non-adjusted values from a self-explicated (hypothetical) conjoint method to the final calibrated values entered into an adjusted (real) auction.We found consumers significantly reduced their WTP when moving from the initial stage of the CACM ( hypothetical self-explicated conjoint method) to the final stage (real auction), primarily by placing more importance on product prices, implying that WTP values from a self-explicated conjoint method used alone would likely lead to overstated estimates of WTP.