Objective:

To identify the main factors that influence the purchase intention of agroecological products through electronic commerce in a fair trade environment.

Methodolgy:

A quantitative design was done, a sample of 711 people from the target population were surveyed. Comparative analysis techniques was used through Chi square independence tests and binary logistic regression model.

Results:

The results highlight that the intention to purchase fair trade agroecological products by electronic means is significantly related inversely with age and having had problems with the use of personal data and, in a direct sense, with income level, use of the Internet and the use of a credit card for online purchases and not having had any problems with it.

Limitations:

The surveys were carried out personally between September and October 2021 when there were still restrictions due to the COVID-19 pandemic, which limited access to the study population.

Conclussions:

The findings indicate that, except for age, demographic variables such as gender, marital status, and schooling do not impact the frequency of purchase of agroecological products in virtual environments, and behavioral variables such as frequency of internet use and use of credit cards did show a positive impact.