The consumer purchase attitude of product, in this case, an ecological product, can be marked by multiple factors. In this paper we pretend to obtain cause-effect relations that it takes to the consumers to make the decision of realize the purchase of these products. We apply a methodology based on the recovery of forgotten effects, which allowed determining us effects that they are not easily observable and they can be useful to analyze ecological purchase decision of consumers. We found causality relations that originally had not been considered by the experts. We concluded that the application of this methodology is very helpful to apply strategies that they go directed to involve consumers in ecological pur-chase decision.