Currently, ecological consumption is a topic that has generated a lot of interest and discussion, gaining importance in society due to the harmful environmental consequences and social and economic inequalities resulting from the rapid and disorganized economic and industrial growth of the last century. For these reasons, this study investigates how sustainable purchasing habits and environmental awareness impact the intention to buy ecological products by Portuguese consumers. Secondary data was collected to analyze the state of the art. Subsequently, a survey was carried out using a non-random convenience sampling procedure. The data (n = 1376) were processed and analyzed using the exploratory factor analysis, selecting the principal components method, and multivariate linear regression. The results reveal that environmental awareness, as well as sustainable purchasing habits, are predictors of the intention to buy ecological products. The results of this study identify determinants of the intention to buy green products and provide information to companies on the factors that could improve their economic results by increasing sales, attracting consumers with environmental concerns, and adopting a more sustainable business model.