Eva M. González

TL;DR: In this article, the authors used an ethnographic approach to study 15 Mexican families from four urban regions of Mexico with different incomes and found that green behaviors seem to be ingrained in the traditional heritage of savings and frugality rather than based on strong environmental values.

TL;DR: In this article, a cluster analysis identifies five segments that differ not only on the intensity, but also the specific type of pro-environmental behavior, and suggests that marketing managers and policymakers should consider different combinations of ecological behaviors and include demographic and attitudinal variables, such as perceived consumer effectiveness and environmental and social values, rather than only focusing on high or low adoption levels of proenvironmental behaviors in general.

TL;DR: The authors explored the impact of discount framing on consumer perceptions of value and purchase intentions and found that consumers prefer the offer more in terms of both value and intention when the discount is presented as amount off rather than the percentage off.

TL;DR: In this article, the authors found that displaying a product in a rich contextual setting appears to enhance women's perceptions of emotional value, which heightens their purchase intentions, and also explicates the additive effect of including contextual elements and confirms the robustness of these effects across product categories and price changes.