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This online study on influencing pro-environmental product choice combines methodologies from two different fields - environmental and behavioural psychology. Schwartz Value Theory suggests that values are motivational constructs that serve as guiding life principles (Schwartz., 1992,1994). In relevance to encouraging pro-environmental behaviour, several studies have since shown the importance of activating environmental values (e.g. biospheric values) (Hahnel et al., 2014; Verplanken & Holland 2002; Biel, Dahlstrand & Grankvist 2005). Value activation can be achieved through priming paradigms (Verplanken & Holland 2002). Here, we activate biospheric values by means of an impression formation task. Additionally, to strengthen our methodology we combine value priming with classical conditioning, a psychological tool often used in advertising and has long been implicated in consumer behaviour (Stuart et al., 1987). We create a between subject design of two groups - the first group value primed with biospheric values and the control group primed with values unrelated to the environment . Once differentially value primed, all participants are subjected to the classical conditioning paradigm. This paradigm involves the association of 4 product types (3 unique versions of each) with three valences of environmental stimuli (positive, negative and neutral). Following this, a 'willingness to pay' task evaluates the pro-environmental product choice. Lastly, we ask participants to list a few keywords from the values they were presented at the start of the task so as to confirm the presence value priming. We hypothesise that the interaction of biospheric value-priming and classical conditioning leads to a relatively higher willingness to pay for products associated with positive environmental stimuli.