This paper explores the impact of various constructs on consumer behavior in Italy, focusing on attitudes towards social aspects, green values, the value placed on digital channels, and green advertisements. Through a survey of 650 Italian respondents, the study investigates how these constructs influence buying behavior and evaluates their relative importance using structural equation modeling (SEM). Key findings include: 1. **Attitudes Towards Social Aspects**: These have a direct positive effect on eco-friendly consumption. 2. **Green Values**: Positive impact on both buying behavior and openness to green publicity. 3. **Digital Channels**: Positive effect on both eco-friendly consumption and buying behavior. 4. **Green Publicity**: Only shows a weak impact on buying behavior. The results suggest that digital propensity combined with environmental sensibility may influence online purchases of sustainable food. The study provides insights for marketers and sellers, emphasizing the importance of understanding and leveraging digital channels and green values in their marketing strategies. The findings also highlight the need for regulatory policies to address greenwashing and enhance consumer trust in eco-friendly products. However, the study's limitations include a non-representative sample, which may limit the generalizability of the results. Future research should explore the pathways linking general ecological attitudes with openness to green publicity and the relationship between attitudes towards digital channels and openness to green publicity messages.This paper explores the impact of various constructs on consumer behavior in Italy, focusing on attitudes towards social aspects, green values, the value placed on digital channels, and green advertisements. Through a survey of 650 Italian respondents, the study investigates how these constructs influence buying behavior and evaluates their relative importance using structural equation modeling (SEM). Key findings include: 1. **Attitudes Towards Social Aspects**: These have a direct positive effect on eco-friendly consumption. 2. **Green Values**: Positive impact on both buying behavior and openness to green publicity. 3. **Digital Channels**: Positive effect on both eco-friendly consumption and buying behavior. 4. **Green Publicity**: Only shows a weak impact on buying behavior. The results suggest that digital propensity combined with environmental sensibility may influence online purchases of sustainable food. The study provides insights for marketers and sellers, emphasizing the importance of understanding and leveraging digital channels and green values in their marketing strategies. The findings also highlight the need for regulatory policies to address greenwashing and enhance consumer trust in eco-friendly products. However, the study's limitations include a non-representative sample, which may limit the generalizability of the results. Future research should explore the pathways linking general ecological attitudes with openness to green publicity and the relationship between attitudes towards digital channels and openness to green publicity messages.