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Cited by 220Environmental Sustainability in BusinessPro-Environmental Behavior and AttitudesConsumer behavior in food and health

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

Carrete, Lorena, Castaño, Raquel, Felix, Reto, Centeno, Edgar, González, Eva·2012·Journal of Consumer Marketing
DOI 10.1108/07363761211274983
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Abstract

Purpose The purpose of this research is to contribute to a better understanding of deeper motivations and inhibitors of green consumer behavior in the context of emerging economies. Based on the findings, it aims to provide implications for marketers and policy making. Design/methodology/approach Based on an ethnographic approach, in‐depth interviews and observational data were used to study 15 Mexican families from four urban regions of Mexico with different incomes. Thematic analysis was used to develop and validate themes and codes. Findings The findings highlight three dominant themes related to uncertainty in the adoption of environmentally‐friendly behaviors: consumer confusion, trust and credibility, and compatibility. Overall, green behaviors seem to be ingrained in the traditional heritage of savings and frugality rather than based on strong environmental values. It is suggested that the factors that drive consumers from positive attitudes and intentions to the actual adoption of green behaviors are a combination of perceived personal benefits, decreased perceived risk and uncertainty, a sense of control over costs, and a decomposition and reconstruction of deeply embedded cultural values and practices. Practical implications Policy makers and marketers are advised to build on collaborative efforts in order to facilitate comprehension and adoption of environmentally‐friendly behaviors and green products. In order to construct modernity alongside environmental respons…

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  • Young consumers are more ethically conscious, more receptive to ecofashion, more sensitive to environmental and social issues, and generally more concerned with ethical decision making in apparel choice.

    “The use of a young, educated consumer sample is supported by previous work in this field, which notes that young consumers are more ethically conscious [52], are more receptive to ecofashion [53], are more sensitive to environmental and social issues [54] and are generally more concerned with ethical decision making in apparel choice [55].”

    From Marketing Tactics for Sustainable Fashion and the Circular Economy: The Impact of Ethical Labels on Fast Fashion Choice (2023) · cites this paper as [54]

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References 54 · Cited by 220

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Metadata

Authors
Carrete, L., Castaño, R., Felix, R., Centeno, E., & González, E.
Affiliations
  • Tecnológico de Monterrey (MX)
  • University of Monterrey (MX)
ORCID
Venue
Journal of Consumer Marketing
Publisher
Emerald
Published
2012-10-26
Volume
29
Issue
7
Pages
470-481
ISSN
0736-3761 (ISSN-L)
DOI
10.1108/07363761211274983
OpenAlex
W2006420071
Cited by
220
References
54
Citations by year
2026: 13 · 2025: 22 · 2024: 22 · 2023: 25 · 2022: 22 · 2021: 18 · 2020: 14 · 2019: 16 · 2018: 17 · 2017: 16 · 2016: 11 · 2015: 13 · 2014: 6 · 2013: 4 · 2012: 1
FWCI
21.92
Type
journal article
Language
en
Open access
closed
Licence
www.emerald.com/insight/site-policies (tdm)
Locations
Journal of Consumer Marketing (publishedVersion)
Topics
  • Social Sciences › Business, Management and Accounting › Marketing › Environmental Sustainability in Business
  • Physical Sciences › Environmental Science › Management, Monitoring, Policy and Law › Pro-Environmental Behavior and Attitudes
  • Social Sciences › Sociology and Political Science › Consumer behavior in food and health
Keywords
green consumer behavior, emerging markets, consumer confusion, trust and credibility, perceived compatibility, risk perception, frugality, cultural heritage, modernity, low-income consumers, green products, Mexico

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