It is often argued that public interest in sustainability is rising, with many studies reporting that an considerable number of so-called “ethical consumers” are concerned with the ethical aspects in the products they purchase. However, many studies address a gap between consumers’ favourable intentions and actual purchasing behaviour, questioning the existence of consistent ethical consumption behaviours. In this paper, an experimental study using normative messages as an influential tool in decreasing this discrepancy was performed. Experimental methodology using normative messages to enhance participants’ ethical behaviour was replicated and extended to a hospitality environment. By analysing consumers’ choices when ordering their beverage, this study seeks to determine whether normative messages are a more effective tool in fostering consumers’ ethical behaviour, than standard environmental message. In line with previous findings, normative appeals resulted in a more efficient solution. The finding of this paper yield to interesting recommendations to target the ethically-minded consumer.