This study explores the relationship between digital and green consumer behavior in Italy, focusing on how attitudes towards social aspects, green values, digital channels, and green advertisements influence eco-friendly consumption and buying behavior. A survey of 650 Italian respondents was conducted, and structural equation modelling (SEM) was used to analyze the relationships between the constructs. The findings indicate that attitudes towards social aspects have a direct effect on eco-friendly consumption, while green values positively impact both buying behavior and openness to green advertising. Green advertising has a weak impact on buying behavior, whereas attitudes towards digital channels positively influence both eco-friendly consumption and buying behavior. The results suggest that digital propensity, combined with environmental sensitivity, may affect the online purchase of sustainable food. These findings are important for producers and marketers, as they provide insights into segmentation, targeting, and positioning strategies in the market. The study also highlights the importance of digital channels in promoting sustainable food and the need for transparency in green marketing to build consumer trust. The research underscores the role of digital and green factors in shaping consumer behavior, with implications for future studies on the impact of these factors across different cultural and generational contexts.This study explores the relationship between digital and green consumer behavior in Italy, focusing on how attitudes towards social aspects, green values, digital channels, and green advertisements influence eco-friendly consumption and buying behavior. A survey of 650 Italian respondents was conducted, and structural equation modelling (SEM) was used to analyze the relationships between the constructs. The findings indicate that attitudes towards social aspects have a direct effect on eco-friendly consumption, while green values positively impact both buying behavior and openness to green advertising. Green advertising has a weak impact on buying behavior, whereas attitudes towards digital channels positively influence both eco-friendly consumption and buying behavior. The results suggest that digital propensity, combined with environmental sensitivity, may affect the online purchase of sustainable food. These findings are important for producers and marketers, as they provide insights into segmentation, targeting, and positioning strategies in the market. The study also highlights the importance of digital channels in promoting sustainable food and the need for transparency in green marketing to build consumer trust. The research underscores the role of digital and green factors in shaping consumer behavior, with implications for future studies on the impact of these factors across different cultural and generational contexts.