The present study "Personal Variables in Attitude toward Green Purchasing Intention" focussed on investigating the personal variables that influence the attitude toward green purchasing intention, specifically in the Peruvian millennial population. Below is a summary of the five chapters that make up the study:

Chapter I establishes the context and justification for the research. It discusses consumer behaviour in relation to sustainability and green consumption, highlighting the importance of understanding attitudes toward the purchase of organic and ecological products. The research problem is defined as the lack of understanding of the variables that influence the attitude toward green purchasing intention. The research objectives include developing a model to determine the influence of consumption values, environmental awareness, green self-identity, and subjective norms on millennials' attitudes toward the purchase of organic products.

Chapter II provides an exhaustive review of the literature on green consumption, including relevant theories such as the Theory of Planned Behaviour and the Theory of Consumption Values. The concepts of consumption values, environmental awareness, green self-identity, subjective norms, attitudes, and green purchase intention are discussed in detail. In addition, gaps in the literature are identified, and hypotheses for the research are formulated.

Chapter III describes the design of the quantitative research, with a correlational and cross-sectional scope, and a non-experimental approach. The study population is Peruvian millennials residing in the Metropolitan District of Lima. The sampling process, data collection through surveys, and data analysis using statistical techniques such as Exploratory Factor Analysis and Structural Equation Modelling are detailed.

Chapter IV presents the results of the statistical analysis, including the demographic analysis of the sample, the convergent and discriminant validity of the variables, and the results of the structural equation modelling. The influence of personal variables on the attitude toward green purchasing intention is discussed, and the hypotheses are evaluated.

In Chapter V, it is concluded that the variables of green self-identity and subjective norms significantly influence the environmental attitude of millennials interested in purchasing green organic products. The theoretical, practical, and social implications of the findings are discussed. In addition, the limitations of the study are acknowledged, and recommendations for future research are suggested.

In summary, the thesis provides a deeper understanding of the personal variables that influence the attitude of Peruvian millennials toward the purchase of organic and ecological products, which is relevant for the development of green marketing strategies and public policies focussed on sustainability.