Lorena Carrete

Bio: Lorena Carrete is an academic researcher from Monterrey Institute of Technology and Higher Education. The author has contributed to research in topics: Business & Health belief model. The author has an hindex of 6, co-authored 17 publications receiving 229 citations. Previous affiliations of Lorena Carrete include Monterrey Institute of Technology and Higher Education, Toluca.

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

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 behavi...

Green Shades: A Segmentation Approach Based on Ecological Consumer Behavior in an Emerging Economy

Abstract: Despite important environmental problems in the urban centers of many emerging economies, marketers and policymakers are currently not adequately equipped with the tools and information to identify important consumer segments in regard to their pro-environmental behaviors. This research presents the findings from an empirical study with 715 Mexican consumers. A cluster analysis identifies five segments that differ not only on the intensity, but also the specific type of pro-environmental behavior. The findings suggest 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 pro-environmental behaviors in general.

Social marketing to improve healthy dietary decisions: Insights from a qualitative study in Mexico

Abstract: Purpose – The purpose of this research is to improve the understanding of drivers and inhibitors of healthy diet behaviors in the context of an emerging economy, such as Mexico, with a severe problem of overweight and obesity. The theory of planned behavior (TPB) and protection motivation theory (PMT) provided the theoretical background for this study. Design/methodology/approach – A qualitative approach was used, given the limited amount of information available on consumers’ motivations to change behavior. In-depth interviews with experts in nutrition and four focus groups with consumers from two segments were performed to collect information. Thematic analysis was used to analyze information. Findings – PMT provided a better explanation of current dietary behavior; the positive attitudes that, according to TPB, are the immediate antecedent of behavior offered a poor explanation for autoreported behaviors. Results indicate that perceived low self-efficacy and high costs prevent change of behavior. Meanw...

Motivational drivers for the adoption of green energy: The case of purchasing photovoltaic systems

Abstract: The purpose of this paper is to propose and empirically test a model where different motivational drivers are used to stimulate the intention of individuals to purchase green energy.,The goal-framing theory was used as the theoretical basis to design motivational statements that activate different self-goals driving the intention to adopt green energy. A field experiment was performed to investigate the influence of three different goal triggers on the intention of purchase green energy, specifically solar systems, among households living in a major city located in the central part of Mexico. The effect of demographics, environmental consciousness and perceived risk associated to the technology functionality was also considered in explaining the probability of purchase of a photovoltaic system in a short (one year) and medium (five years) terms.,The goal trigger grounded on normative motivations is the most influential on the probability of adoption of a photovoltaic system. However, the socioeconomic level of the household moderates the effect this type of goal trigger has on the intention of purchase a photovoltaic system. Individuals with a high socioeconomic level significantly increase their intention of purchase this green technology if motivated by a normative goal. On the contrary, individuals with a medium socioeconomic level are mostly motivated by goal triggers grounded on economic benefits.,This study was circumscribed to a particular city of Mexico. Replication of the experiment in cities of other developing countries with contrasting sociotechnical contexts and the consideration of other green behaviours and explanatory variables is relevant to confirm and complement the results of this research.,The cost of photovoltaic systems represents a major barrier to the growth of the Mexican market of this renewable energy. Therefore, the promotion strategy for solar energy must be accompanied by the design of appropriate motivational drivers depending on the socioeconomic level of the segment and the time for the investment. Additionally, public and private strategies to decrease the cost of the technology and financing programs for individual and community projects are recommended.,The willingness to use green energy and contribute to the protection of the environment should spring from within consumers. To upscale the solar energy market, it is relevant to understand the dominant goals of individuals when taking the decision to purchase green energy.,This study contributes to the extant research in green marketing by proposing and testing a new interpretative framework to examine how the benefits of green energy activate the self-goals of consumers, thus influencing their intentions of adoption of green energy. A theoretical model is proposed by constructing “goal-triggers” grounded on the goal-framing theory and empirically testing in the specific case of explaining the intention of purchasing photovoltaic systems in Mexico.

How to SHIFT Consumer Behaviors to be More Sustainable: A Literature Review and Guiding Framework:

Abstract: Highlighting the important role of marketing in encouraging sustainable consumption, the current research presents a review of the academic literature from marketing and behavioral science that exa...

On "Green Marketing"

Abstract: Green marketing stems from the degrading of ecological environment and consumer's increasing sense of(environmental) protection.The essence of green marketing is to response actively to man's increasing concern for ecological(environment) and make choices and decisions in marketing by adhering to the environmental protection principle and the(ecological) principle and building up green technology,green market and green industry.Therefore,green marketing has profound ethical connotation.However,green marketing in present Chinese enterprises is actually in conflict with the logics of enterprise behavior.