Purchasing environmentally-friendly products: Background and obstacles

The aim of this work is to try to understand the mechanisms that explain the ecological purchase through estimation of a structural equation model, in order to provide practical and useful information for firms. This way, on the one hand, the factors that determine a favorable environmental behavior are analyzed. On the other hand, it is also studied to what extent different types of environmental performance might affect specific environmental purchase behavior, taking into account, in addition, possible barriers to ecological purchase. One important conclusion of this work is that if the target is to popularize the consumption of ecological products, it will be necessary for firms satisfy the needs of a majority of consumers who are environmentally aware but who do not mobilize towards the ecological consumption.