Environmental Awareness and Buying Behavior: an approach based on the Theory of Planned Behavior.

Abstract

This study analyzes sustainable purchase intention through an extension of the Theory of Planned Behavior, incorporating environmental awareness as an antecedent variable. Using a quantitative approach and cross-sectional design, a structured questionnaire was administered to 402 Mexican consumers. The data were analyzed using Structural Equation Modeling. The results show that environmental awareness positively influences both attitude and sustainable purchase intention, while attitude also exerts a significant direct effect on intention. In contrast, subjective norm and perceived behavioral control did not demonstrate significant effects in the proposed model. These findings extend the explanatory power of the model and highlight the central role of environmental awareness in sustainable consumption.