Purpose: The purpose of this study is to examine how variation in product information about environmental consequences could make professional food purchasers inclined to choose more environmentally friendly alternatives. Design/methodology/approach: In an internet-based experiment, the paper systematically varies environmental and price information about food products and measures the effects on product choice. In addition, the paper varies the condition of choice. Findings: More complex and detailed environmental information, compared with simpler and less detailed information, was paired with a stronger preference for environmentally benign products. This effect was accentuated when the task was to minimize costs compared with that to promote the environment. Negative information, which is bad for the environment, had a stronger effect than positive information. Originality/value: The research shows that detailed information emphasising potentially destructive environmental consequences may promote the choice of environmentally sustainable products among professional purchasers. © Emerald Group Publishing Limited.