As consumers have become increasingly aware of the risks associated with the state of the environment, the quest for reduce the negative impact on the planet began, so companies had to revise their offers and learn how to communicate the eco-friendly features of their brands. One of such communication methods is to include relevant information directly on the packaging, which is efficient especially for in-store purchase situations. The main objective of the paper is to assess the impact of pro-ecological factors presented on products' packaging on the consumers' purchase intentions and the brand image. To fulfill this objective, an empirical study was carried out in an experimental technique, involving the presentation of packaging prototypes to participants and exploration of their purchase preferences. Packaging prototypes representing five different product types were used – some were characterized by pro-environmental traits, while others did not have such features. The results confirm the positive impact of pro-environmental factors on packaging on consumers' purchase intentions, as well as on brand image (eco-friendly brands were perceived as high-quality and interesting). In four of five product categories, the most of respondents would choose a brand containing pro-environmental elements. The findings indicate the potential benefits for brand owners resulting from including pro-environmental content on packaging, which can be a source of competitive advantage.