Green consumer behavior in an emerging economy: confusion, credibility, and compatibility

Lorena Carrete, Raquel Castaño, Reto Felix, Edgar Centeno, Eva González
  • Journal of Consumer Marketing, October 2012, Emerald
  • DOI: 10.1108/07363761211274983

Understanding green consumption in a developing country

What is it about?

Many consumers today remain at a level of positive attitudes and intentions to green behavior. However, a combination of perceived personal benefits, decreased perceived risk and uncertainty drive consumers in the adoption of green behaviors.

Why is it important?

This study delves into the tension between modernity and traditional heritage in the context of emerging economies.


Dr Edgar Centeno
EGADE Business School - Tecnologico de Monterrey

As consumers we need to understand and be conscious about our own tensions between modernity and our cultural heritage before moving to a better relationship between our planet Earth and ourselves.

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The following have contributed to this page: Dr Edgar Centeno and Dr Eva María González