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Objective: to indicate the determinants in the consumption of environmentally friendly products in district 17 of Santiago de Cali. Methodology: the research responds to a descriptive approach, which aims to identify the variables that influence the decision to purchase environmentally friendly products, through a non-probabilistic sampling for convenience, was surveyed 400 people in five shopping centers located in the commune 17 of Santiago de Cali; with the objective of identifying the variables that influence the decision to purchase environmentally friendly or environmentally friendly products. Results: the fundamental characteristic that prevails in the selection of an ecological product, is the brand with 38%, while the fundamental reason for the choice of purchase, is related to the health benefits (according to 30% of the respondents ). On the other hand, it was identified that parents, with 30%, are the group with the greatest influence in the purchase of environmentally friendly products, for which it is estimated that advertising campaigns should be directed primarily towards them. Conclusions: Regarding the elements that discourage the purchase, the price of organic products stands out, as the main barrier to breaking down in order to promote the purchase (30% of the respondents consider it), for which organizations must guarantee higher levels of efficiency in production, economies of scale, among other variables, to modify the cost structure and make the products in question more attractive.

Determinantes en el consumo de productos amigables con el medio ambiente en la comuna 17 de Santiago de Cali