The experiment was an educational intervention that promoted and described an ongoing environmental tagging program located in a chain of 3 local grocery stores. Over the period of a year, the experimental intervention was expected to stimulate self-reported environmentally conscious consuming above the level generated by the tagging program alone and above the levels reported by shoppers who did not shop at the experimental stores. A total of 241 Ss participated. Contrary to expectations, there was no significant interaction effect of year and group on self-reported environmentally friendly consuming. An investigation of the significant main effect of shopping at the environmentally tagged stores showed a significant positive effect on purchasing less toxic products, knowledge about the organization that originated the environmental tagging program, and awareness of the program.