Abstract
<jats:p>This chapter investigates the factors influencing the intention to purchase green products, namely concern for self-image, social responsibility, receptivity to green marketing, and product attractiveness. Since the 1990s, research on ethical and sustainable consumption has grown in response to the unsustainable use of natural resources, which has driven consumers to seek more sustainable alternatives. This study aims to test the influence of social responsibility, green marketing receptivity, and product attractiveness on green purchase intention, providing new insights into its determinants. Based on the Theory of Reasoned Action, the proposed research model examines the weight of beliefs and attitudes on consumer decisions. Methodologically, a quantitative cross-sectional study was conducted using an online questionnaire, yielding 115 valid responses. The findings contribute to academic knowledge and managerial practice, particularly in the Portuguese market, where research on green consumer behavior remains underdeveloped.</jats:p>