Abstract
The objective of the article is to analyze the relationship between ecological buying behavior and its background, which are positive social attitudes, values of ecological consumption and receptivity to ecological advertising, in Brazil. A model developed by Paço, Shiel and Alves (2018) and application of structural equation modeling was used to analyze the proposed hypotheses. The questionnaire was answered by 417 Brazilians to verify the relationship between the constructs and the applicability of the model in Brazil. This study is the first attempt to validate this model in a country outside Western Europe. The results indicate that, unlike the original work, for Brazilian consumers, the values of ecological consumption do not explain the ecological buying behavior, which may be an indication of a gap between the individual thinking sustainably, but not acting as such.
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