The COVID-19 pandemic has resulted in changes in consumer behavior and has created new opportunities and challenges for the provisioning of green products in emerging economies. The objective of this study was to identify how perceptions on COVID-19 affected the variables of planned behavior and responsible purchase intention during the pandemic in Colombia. A total of 320 consumers participated in an online survey, and the responses were analyzed using a structural equation model (SEM) and AMOS 24 statistical software. The results were positive regarding the development of better environmental awareness, indicating that COVID-19 (COV) influenced the attitude (ATT) of individuals and contributed to subjective norms (SNs) and perceived behavioral control (PBC), and that SNs and ATT influence eco-friendly purchase intention (EFPI). However, PBC does not contribute to EFPI. Colombian consumers have become aware of the importance to society of buying eco-friendly products, and planned behavior is an opportunity for organizations to formulate new portfolios relevant to the needs of the market. This is an important opportunity to sensitize consumers to the purchase of environmentally friendly products and for the identification of commercial strategies by companies that bet on the formulation and commercialization of eco-friendly portfolios that generate value for society.