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In a context of growing environmental and societal concerns, the French “durum wheat” sector is looking into new consumer purchasing motivations. Durum wheat is the almost exclusive component of pasta, a widely consumed basic product. This article aims to analyze the willingness of French consumers to pay for pasta with specific environmental and local-based qualities. It mobilizes an exclusive internet survey with a sample of 1000 people. Ordered logit and interval regression models were used to estimate the determinants of consumers’ willingness to pay for the addition attributes to pasta. The results show a predominance of local attributes over environmental attributes and confirm the importance of purchasing behaviors related to practices and values.