Reyes-Mercado Eco-Innovations in Emerging Markets: Analyzing Consumer Behaviour and Adaptability

1. Auflage 2016
ISBN: 978-1-137-58741-1
Verlag: SPRINGER NATURE

Reyes-Mercado Eco-Innovations in Emerging Markets: Analyzing Consumer Behaviour and Adaptability

Through
a comprehensive analysis of cognitive factors and eco-innovation attributes,
this book provides an understanding into why and how renewable energy
technologies are adopted in an emerging market. Drawing on theories such as
theory of reasoned action and theory of planned behaviour, Eco-Innovations in Emerging Markets proposes an extended cognitive
model to analyse consumer behaviour in this area. Through the use of advanced
statistical techniques such as Partial Least Squares, the book presents empirical
data and discusses the implications they pose for policy makers and corporate
managers.

Zielgruppe

Research

Autoren/Hrsg.

Reyes-Mercado, Pável

Inhaltsverzeichnis

Introduction.- Chapter 1 Macro perspectives of Eco-Innovations.- Chapter 2 Research Foundations: Retrospects and Prospects.- Chapter 3 Research Model.- Chapter 4 Research Approach.- Chapter 5 Unveiling Consumer's Insights.- Chapter 6 Driving Change: Converging Business and Policy.- Chapter 7 Challenges Ahead.- Appendices.

Über Autor(innen)

Reyes-Mercado, Pável
PávelReyes-Mercado is a Professor at Anáhuac University, México, where his researchfocuses upon entrepreneurship, consumer behaviour, and the adoption of technologicalinnovations. Pável also has industry experience at companies such as Alcatel,Coca Cola and HSBC Bank, and is also a member of the Academy of MarketingScience, and the American Marketing Association.