Research framework for analysing consumerism in Mexico towards renewable energy products Online publication date: Mon, 29-Jun-2015
by Pável Reyes-Mercado; Rajagopal
International Journal of Business Innovation and Research (IJBIR), Vol. 9, No. 4, 2015
Abstract: This paper analyses the diffusion and adoption of renewable energy products by urban households in Mexico. Because renewable energies take naturally present inputs that do not deplete within time, they have been suggested to be one feasible way to make the energy transition work. Existing studies have explored the issue addressing economic, behavioural factors, and innovation attributes separately. Drawing on theories and models as consumer choice, theory of reasoned action, theory of planned behaviour, diffusion of innovations, and social network theory, this paper suggests a new paradigm for analysing the integrated dynamics of diffusion and adaptation of technological innovations in the products and services of renewable energy among urban households in Mexico. The interaction among economic, behavioural, and innovation attributes variables is around the integrated framework. Implications arising from this framework are discussed for managers, policy makers, and further research.
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