Title: Research framework for analysing consumerism in Mexico towards renewable energy products

Authors: Pável Reyes-Mercado; Rajagopal

Addresses: Department of Doctoral Studies in Management Sciences, EGADE Business School, ITESM, México City, Mexico ' Department of Doctoral Studies in Management Sciences, EGADE Business School, ITESM, México City, Mexico

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.

Keywords: adoption; diffusion; consumerism; renewable energy technology; urban households; Mexico; research framework; research proposals; renewable energy products; consumer choice; theory of reasoned action; TRA; theory of planned behaviour; TPB; innovation diffusion; social network theory; diffusion dynamics; technology diffusion; technology adaptation; technological innovation.

DOI: 10.1504/IJBIR.2015.070174

International Journal of Business Innovation and Research, 2015 Vol.9 No.4, pp.396 - 414

Available online: 24 Jun 2015

Full-text access for editors Access for subscribers Purchase this article Comment on this article