Purpose: This study extends the Theory of Planned Behavior (TPB) and analyzes the influence of skepticism (SKP) on the purchase intention (PI) of organic products, through the mediation of subjective norms (SN) and planned behavior control.Design/methodology/approach: This was a quantitative, correlational and cross-sectional study. The study population comprised 446 university Millennials from Ecuador. Results were processed using exploratory factor analysis (EFA), confirmatory factor analysis (CFA) and structural equation modeling (SEM).Findings: The study showed that SKP does not directly influence the PI. However, if it does so through the mediating effect of SN and perceived behavior control (PBC). Also, the study found that attitudes (ATTs), SN and PBC influence the PI of organic products in university Millennials.Originality/value: The study used TPB constructs and identified the influence of SKP on the intention to buy organic products in Ecuadorian university Millennials.

This study examined the impact of green advertising and eco-labels on the attitudes and environmental awareness of millennials purchasing eco-friendly products in shopping centers across Ecuador. The research utilized a quantitative, correlational, cross-sectional methodology with 430 millennials participating. A 20-item survey was administered face-to-face at shopping centers in Quito and Guayaquil, Ecuador. The validity of the research model was established through Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM), employing SPSS 20 and AMOS 24 for statistical evaluations. Findings reveal that green advertising significantly shapes environmental attitudes (β: 0.245) and awareness (β: 0.110), as well as directly influences the purchasing behavior (β: 0.154) towards green products. While eco-labels do not exert a direct effect on purchasing behavior (β: 0.128), they significantly inform attitudes (β: 0.406) and ecological awareness (β: 0.277) of millennials who purchase organic products. This paper is among the pioneering research to delineate the correlation between green advertising elements and the purchasing patterns of green products among millennials in a developing nation. It concludes that marketing strategies centered on green advertising and eco-labels do affect millennials’ attitudes and environmental consciousness, but only advertising has a direct impact on purchasing behaviors, contrary to eco-labels. The research bears social significance as it affirms that millennials are attentive to environmental issues and are actively engaged in promoting sustainability.

The main objective of this study was to assess whether social media directly influences purchase intention and how it indirectly influences key psychological determinants, such as environmental attitude, subjective norms, and perceived behavioral control, based on the Theory of Planned Behavior. A quantitative, cross-sectional, and correlational approach was adopted, with data collected through surveys of 430 people in Guayaquil, Ecuador, using a 5-point Likert scale. Reliability was tested using Cronbach’s alpha, while data analysis employed confirmatory factor analysis and structural equation modeling using SPSS 24 and AMOS 24. The results indicate that social media does not directly affect purchase intention but significantly influences environmental attitudes, subjective norms, and perceived behavioral control; consequently, these factors positively affect purchase intention. This study contributes to the literature by highlighting the indirect role of social media in shaping green purchasing behavior, suggesting that marketing strategies should focus on improving consumer attitudes, social support, and accessibility to organic products.

In today’s society, the consumption of organic products presents both significant benefits and potential barriers, as evidenced by the intrinsic and extrinsic factors shaping consumer behavior among university-aged millennials. This study explores the motivators influencing consumer behavior toward organic product purchases and identifies barriers that may inhibit university-aged millennials from engaging in such consumption practices. Utilizing a qualitative research approach, data were gathered through semi-structured interviews with thirty-eight university students in Ecuador and Peru. The analysis employed Grounded Theory methods. The findings of this research indicate that intrinsic factors, including environmental awareness, eco-consciousness, habitual tendencies, health considerations, and personal values, in conjunction with extrinsic factors, such as familial and social influences and concerns regarding the COVID-19 pandemic, are significant drivers of the adoption of organic goods. Conversely, challenges related to product availability, cost implications, and prevalent skepticism occasionally hinder the acquisition of these products. An innovative aspect of this study lies in its pioneering use of Grounded Theory in Ecuador and Peru. It sheds light on millennials’ perceptions of organic products and elucidates the factors influencing their purchasing decisions in the organic market.

Social media has become a tool that exerts a significant influence on consumer behavior. In this sense, this study aims to identify whether digital social influence derived from the informational nature of social media content and online member group support influences the subjective norms and environmental attitudes of organic product consumers. This study was developed using a quantitative, correlational, and cross-sectional design. A total of 371 organic product consumers participated in the study, who were administered a questionnaire consisting of 17 questions measured on a 5-point Likert scale. Statistical analysis was performed using SPSS 24 and Smart PLS, and convergent validity, discriminant validity, and structural equation modeling were applied. The results of the study identified that environmental attitudes continue to be a highly influential factor in organic product purchasing behaviors and that these attitudes are shaped by subjective norms and digital social influencers, such as social media content and online member support groups. Furthermore, the study found that subjective norms mediate the relationship between environmental attitudes and social media content as well as online member support groups. Beyond contributing to the theoretical understanding of environmental attitudes, this study offers practical insights into designing digital marketing strategies that leverage social influence to promote sustainable consumption, particularly in emerging markets.

Although previous research has highlighted the role of environmental concerns, responsibility, knowledge, and social norms in shaping sustainable consumption, the persistence of the intention–action gap remains a key challenge, particularly in Latin America. In this context, this study analyzes the moderating effect of price on the relationship between environmental attitude and its influence on the purchase behavior of organic products in an emerging market setting. To address this issue, a quantitative, cross-sectional survey was conducted with 329 Ecuadorian consumers of organic products, using validated scales adapted from prior studies. The proposed model was tested using partial least squares structural equation Modeling. The results confirm that environmental concern, environmental responsibility, subjective norms, and environmental knowledge positively influence environmental attitudes and that environmental attitude directly affects the purchase behavior of organic products. Importantly, price emerged as a critical moderator, showing that, even when consumers hold favorable environmental attitudes, higher prices significantly constrain their translation into purchasing behavior. This study adds theoretical originality by extending the relationship between environmental attitude and purchase behavior of organic products through the SOR framework and by evidencing in an emerging market context; while EA foster organic purchasing, this relationship is conditioned by the price, a situational factor often overlooked in research from developed economies.