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This study investigates the relationship between environmental awareness, attitude and intention to purchase organic products from the perspective of university students in grades altruistic and selfish. Therefore, a search was conducted with two hundred eighty-four students of two private colleges in Belo Horizonte. This is a descriptive study with a quantitative approach. The results showed that, in general, consumers in Class altruistic have higher averages in three constructs awareness, attitude and purchase intention of organic products. However the differences observed in the sample could not always be extended to the population. Moreover, both the multiple regression model as structural equation model showed the greatest influence on the attitude of the consumer's intention to purchase organic products. Environmental awareness influenced the attitude and this impacted directly on purchase intent. However, environmental awareness had no influence on the purchase intention and when such a relationship was considered in the model resulted in decreased influence of attitude on intention to purchase organic products. The instances that take care of the interests of organic products and sustainability of the planet should focus on the favourable attitude of the people for these types of products as this attitude demonstrated the greatest impact on the mind of the consumer.

IMPACTO DA CONSCIÊNCIA AMBIENTAL E DA ATITUDE NA INTENÇÃO DE COMPRAS DE PRODUTOS ORGÂNICOS