Despite their environmental value and important role in human nutrition and food security, legumes, including lentils, have been underestimated. Nevertheless, nowadays there is a renewed interest in their consumption due to regional specialization, varietal diversity and their role in the transition towards sustainable production and consumptions systems. Recent years have also witnessed a rise in consumer awareness regarding sustainable food, healthier and plant-based diet and regional or local food systems. The aim of this paper is to evaluate the influence of attributes linked to sustainability, such as biodiversity, organic certification, origin indication, and packaging type, on lentils’ market prices in Italy. Based on the Hedonic Price Model, and following a review of scientific literature, eight lentil characteristics are defined. Data were collected on 228 valid observations of dry and precooked lentils across 20 different retail stores. Results indicate that Italian consumers have a positive appreciation for lentils with organic certifications and references to geographic and territorial characteristics. Some lentil varieties hold unique market positions, suggesting opportunities for diverse product offerings. Packaging materials influence consumer valuation, reflecting trends towards healthy and convenient food options. These insights will aid stakeholders in fostering sustainable practices and enhancing market competitiveness in the Italian lentil market.