<p>Global climate change, biodiversity loss, natural disasters, depletion of natural resources and growing environmental impairment are among the greatest threats to modern societies. In this context, green purchasing behavior (GPB) offers a solution to these problems by encouraging individuals to transform their consumption habits sustainably. This study investigates the impact of ecological footprint awareness and environmental concern on GPB using the data obtained from a sample of 820 individuals from Istanbul in Turkiye by means structural equation modelling. The results indicate that both ecological footprint awareness and environmental concern have a positive impact on GPB. These results highlight that educational and training programs aimed to increase the ecological footprint are useful to make progress in GPB.</p>