This work has as main objective to measure the influence of the socioenvironmental factor on the purchasing behavior, this being communicated through the green marketing of the brand Dengo Chocolates. To this end, a research was carried out divided into two stages. The first consisted of an exploratory investigation to identify the attributes present at the time of deciding to buy premium chocolates. In the second, a purchase simulation was made, performed through the method of joint analysis, allowing the measurement of the weights related to the pre-established purchase criteria, being the B Corp Certification the ecological attribute. Complementary data were collected through a questionnaire The results show that the brand is the main factor in making the purchase decision and that the value of the label s presence is bigger for Generations X, Y, and Baby Boomers.