Purpose - The purpose of this article is to determine the relative importance of the ecological attribute when other attributes referring to the functional performance of a brand are taken into account, and check the effectiveness of environmental labels.Design methodology approach - The paper establishes an experiment in which 352 women responsible for the household shopping are exposed to different levels of environmental information. The study analyses the effect said information has on product attitude and purchase intention. In order to transmit the information, a leaflet specifically designed for the research was used.Findings - This study confirms the presence of a positive effect of environmental associations on brand attitude, though this effect is smaller than that of other functional attributes. It also demonstrates that using independent environmental certifications strengthens beliefs in the product's ecological performance.Research limitations implications - The use of washing powder can limit the feasibility of extrapolation of the results to other products. Therefore, a replication in other product categories is necessary advisable.Practical implications - In the light of the results, using environmental associations certified by independent bodies is recommended. This would help improve both brand attitude and brand equity.Originality value - This paper increases the knowledge about the precise commercial usefulness of environmental associations in relation with other attributes.