Attribute framing effect refers to the fact that different descriptions of the same element can cause different reactions in people. This paper describes an experiment that was aimed at investigating attribute framing on pro-environmental product decision-making, having the consumer ́s socially responsible behavior as a moderating effect. Framing effect was detected, but not as a universal response, since the type of evaluated product and the consumer ́s level of socially responsible behavior can interfere in people ́s judgements, by not producing the effect.