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
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.
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.