EL PAPEL DE LA MOTIVACIóN AUTO-DETERMINADA EN EL ENTENDIMIENTO DE ACTITUDES E INTENCIONES HACIA LA COMPRA DE PRODUCTOS ECOLóGICOS

This paper analyzes the degree to which environmental self-determined motivation of individuals contributes to the formation of attitudes towards sustainable behavior. To this end, a theoretical model in which self-determined influences attitudes, and these attitudes influence the behavioral intention to purchase products that are environmentally friendly has been developed. Through an online survey, a sample of 715 individuals was obtained. Structural equation analysis concludes that the self-determined motivation positively and directly influences the attitude towards behaviors that mitigate the effects of climate change, and determines positively and indirectly the frequency with which individuals intend to behave.