Reyes-Mercado Eco-Innovations in Emerging Markets

Analyzing Consumer Behaviour and Adaptability
1. Auflage 2016
ISBN: 978-1-137-58742-8
Verlag: Palgrave Macmillan UK
Format: PDF
Kopierschutz: 1 - PDF Watermark

E-Book, Englisch, 131 Seiten, eBook

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)

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