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

Abstract

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.

Long-term Orientation, Perceived Consumer Effectiveness, and Environmentally Conscious Consumer Behavior: The Case of Turkey

“…In emerging economies in general, some researchers have found limited sensitivity to environmental issues as a consequence of poor knowledge, high-costs, and skepticism associated with ecologically friendly products. Even when awareness existed, environmental sensitivity was limited (Carrete et al, 2012). Carrete et al (2012) also found that Mexican consumers did not engage in much green behavior and when they did, the key motivator was family well being rather than environmental sensitivity.…”

“…Even when awareness existed, environmental sensitivity was limited (Carrete et al, 2012). Carrete et al (2012) also found that Mexican consumers did not engage in much green behavior and when they did, the key motivator was family well being rather than environmental sensitivity. Hofstede (1980) states that long-term orientation refers to the prospects perceived by an individual that a society will be in a position to overcome its problems over time.…”

Antecedents of Environmental Buying Behavior: Case of the Jordanian Market

“…The green consumer believes that the current environmental conditions represent serious problems facing the sustainability of the planet, whereas the traditional consumer who is less sensible to ecological issues believes that those environmental problems will be resolved by themselves (Carrete et al, 2012).…”

Speech Versus Action in Environmentally Responsible Behavior

“…O sentimento de inutilidade, impotência e sacrifício são centrais no comportamento ambientalmente responsável e, como sugere o Modelo da Pessoa Razoável (Kaplan, 2000), a ação pró-ambiental deve estar pautada em algo desejável pelo homem, em algum benefício pessoal. Se ele encontrar situações onde se enxerga uma possibilidade de atuação, como no exercício profissional, nas quais é possível enxergar também benefícios pessoais, sentimentos de impotência e sacrifício são postos de lado (Kaplan, 2000;Carrete, Castaño, Felix, Centeno, & González, 2012).…”