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.
Featured Image
Why is it important?
This study delves into the tension between modernity and traditional heritage in the context of emerging economies.
Perspectives
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.
Dr Edgar Centeno-Velázquez
EGADE Business School - Tecnologico de Monterrey
Read the Original
This page is a summary of: Green consumer behavior in an emerging economy: confusion, credibility, and compatibility, Journal of Consumer Marketing, October 2012, Emerald,
DOI: 10.1108/07363761211274983.
You can read the full text:
Contributors
The following have contributed to this page
