The pursuit of a sustainable world has today compelled both companies and individuals to scrutinize the environmental impact of goods and services. As a result, the field of green marketing, encompassing topics like sustainability, ecologism, and social impact, has gained significance. This study aims to explore the attributes influencing consumers’ decisions to purchase green products. The research builds upon an extensive literature review conducted using databases such as Scopus and Web of Science. The resulting model integrates the variables linked to green buying behaviour. Empirical analysis utilizing partial least squares (PLS) methodology validates multiple hypotheses, including those concerning personality traits, altruistic attitude, environmental commitment, and the influence of social factors. This study also highlights the intricate relationship between environmental awareness, positive attitudes towards green products, and perceptions of greenwashing. In conclusion, this research contributes to a comprehensive understanding of the factors guiding consumers towards sustainable purchasing choices, shedding light on the intricate interplay of attitudes, influences, and perceptions in the realm of green consumption.

Sport practice is conditioned by different factors; previous studies have shown that the attitude towards physical activity and sports practice is largely conditioned by the individual. This study proposes to examine whether the classic model of the theory of planned behaviour reinforces the main motivations for people to adhere to a sport practice. An empirical model based on the classic model of the theory of planned behaviour was proposed, adding three motivational variables to sport practice. A sample was composed of 1008 valid questionnaires collected online in Spain and Colombia. The analysis of the data was performed using the partial least squares technique using the Smart PLS 3.0 statistical programme. The proposed model presents a statistical validity that proves that the practice of physical and sporting activity is determined by the individual’s evaluation of their abilities and perceptions and their relationship with the motivations generated by continuing the practice of physical or sports activity, consequently how adherence is generated.