This research aims to undersatnd how intrinsic and extrinsic factors can influence
consumers’ buying decision on shopping eco-labeled dairy products in order to close
the gap between intention and purchase. This research is a quantitative study and uses
the theory of reasoned action (TRA) of Ajzen & Fishbein (1980). Data were collected
through surveys applied to consumers buying dairy products from a recognised dairy
supermarket in Bogotá-Colombia. This work uses logistic regression as a statistical
method to subsequently complement the analysis and enhance the results. It also uses
exploratory factor analysis, confirmatory analysis, and a structural equation model.
Findings show that ecological labels do not generate a positive influence to close the
gap between intention and purchase. Manufacturers should strengthen environmental
damage knowledge and awareness on dairy products consumption while keeping
positive private benefits so that eco-labels really work and the gap between intention
and purchase can be reduced.Tesi
