Title: Consumer preferences for green power in Mexico

Authors: Pável Reyes-Mercado; Rajagopal

Addresses: Department of Doctoral Studies in Management Sciences, EGADE Business School, ITESM, Calle del Puente 222, Col. Ejidos de Huipulco, Delegación Tlalpan, C.P. 14380, Mexico, Distrito Federal, Mexico ' Department of Doctoral Studies in Management Sciences, EGADE Business School, ITESM, Calle del Puente 222, Col. Ejidos de Huipulco, Delegación Tlalpan, C.P. 14380, Mexico, Distrito Federal, Mexico

Abstract: Mexico has an abundant supply of renewable energy resources but little is known about the consumers' preferences for green power consumption. This paper investigates households' preferences for adoption of green power technologies in Central Mexico. Using a structured questionnaire, we presented a green power purchase scenario to elicit consumers' buying intention. We estimate the buying intention for specific adoption of water solar boilers as it is a critical equipment to deploy in the study region. We find some evidence that buying intention is largely influenced by the affordability of equipment, even if such equipment's energy is not green. Equipment availability, relative advantage, and perceived value of utilisation were found to influence buying intention positively. Our results shed light on buying consumers' intentions and the current green power options, and offer practical insight into Mexican household preferences on how to support further deployments of green power.

Keywords: green purchasing behaviour; green power; renewable energy; Mexico; consumer preferences; linear regression modelling; buying intention; water solar boilers; solar energy; solar power; affordability; equipment availability; perceived value.

DOI: 10.1504/IJBIR.2014.059534

International Journal of Business Innovation and Research, 2014 Vol.8 No.2, pp.210 - 224

Available online: 26 Feb 2014

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