The Mexican Ecological Conscience: A Predictive Model

Recently, the number of Mexicans who buy sustainable products has been increasing, which led to trade. Therefore, objective this study is determine variables have a greater effect on Mexicans’ intention green products, their ecological awareness, or moral obligation, and, in turn, degree obligation affected by awareness. A sample 690 was obtained, and PLS–SEM model applied for data analysis. The results confirmed that both awareness explain purchase with contributing most intention. Furthermore, findings showed originality article it contributes consumer behavior literature providing an insight companies manufacture understand promote environmentally conscious behavior. However, there are some limitations can be addressed future research.