PurposeThe 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/approachBased 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.FindingsThe 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 implicationsPolicy 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 responsibility, it seems indispensable to provide affordable lower‐priced alternatives for the low‐income segments of the market which constitute the vast majority of the population in emerging economies.Originality/valueBeing one of very few available qualitative studies on green consumer behavior, this study delves into the tension between modernity and traditional heritage in the context of emerging economies.

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Purpose The purpose of this study is threefold. First, human brands are conceptualized and the distinction between them and personal brands is established. Second, human-brand research is reviewed in light of a strategic brand management framework and gaps in the knowledge that may suggest new research pathways are identified. Third, the extent to which a brand management model designed for products could be applied to human brands is explored. Design/methodology/approach A systematic literature review was conducted in this study. The content analysis of the selected set of papers allowed the assessment of the state of this field of brand management and the identification of proposals for future research. Findings Substantial research exists on different aspects of human brands. However, these studies are fragmented in nature, thus highlighting the need for specific and complete human-brand management models. Research limitations/implications A limitation of this literature review is that it is based on a sample of papers collected by one specific criterion; furthermore, the way the papers were classified may be challenged. However, this study provides a comprehensive picture of studies on human brands available today. Originality/value A parsimonious distinction and connectivity between human and personal brands suggest a branding-by-individual continuum. Additionally, to the best of the authors’ knowledge, this study is the first identifiable one that summarizes the growing literature on human brands, reveals important gaps in the knowledge and calls for the development of particular human-brand management models.

PurposeThis paper aims to investigate how small to medium‐sized enterprises (SMEs) use particular brand communication activities to develop their brands.Design/methodology/approachAs a means to build some understanding about this phenomenon, a “contemporary marketing practices” perspective was used as a theoretical framework to 30 holistic case studies in Mexico. Semi‐structured interviews were carried out with brand owner/managers.FindingsFindings suggest four categories of brand communication activities based on interactional, transactional, and e‐marketing approaches, including “close and personal”, “mass‐personalisation”, “mass”, and “e‐communication” activities.Research limitations/implicationsMany more activities were found in interactional marketing as it appeared to be more suited to SMEs and context. Future research may address key activities for further investigation such as word‐of‐mouth as a key role in SME brand communication.Practical implicationsThis study confirms the key participatory role of the brand owner with regard to brand communication activities.Originality/valueThis is one of the first articles that attempts to explain how SME brands use marketing communication tools to interact with their stakeholders for brand development.