A non-hypothetical second-price Vickrey auction was conducted to elicit consumer preferences and willingness to pay for vegetable attributes, including production technique, origin, taste, and health benefits. Using a Latent Class Analysis (LCA) we segmented participants based on health-driven motivations, willingness to pay estimates, and socio-economic characteristics. Two latent classes were found and characterized as: “Health Conscious”, and “Health Redeemers”. In particular, the “Health Conscious” consumers presented healthy lifestyle habits, expressed price premiums for domestic and local-specialty food products after a blind tasting treatment, but they did not have price premiums for health benefits of the products. On the contrary, the “Health Redeemers” presented unhealthy lifestyles but they were willing to pay more for healthy food products, perhaps in an attempt to make up for their unhealthy habits.