Green marketing in an emerging economy: Exploring attitudes of Mexican consumers

The purpose of this research is to improve the comprehension of the influencing or inhibiting factors of eco-friendly consumption in an emerging economy. Online survey and focus group were used to study 297 Mexicans with different incomes from two neighbourhoods of Mexico City. Then, the Chi-Square test has been used to relate demographic variables to the consumer segments. The findings highlight the following dominant themes related to hesitation in the adoption of green behaviours: price and perceived quality, trust and credibility, and lifestyle. Overall, deeply rooted habits and traditions seem to resist eco-friendly behaviours. The elements that drive consumers from positive attitudes and intentions to the actual adoption of green practices are a combination of perceived personal benefits, decreased perceived risk and uncertainty, and a sense of control over costs. To build green responsibility, it appears imperative to calibrate consumer knowledge and offer affordable lower-priced alternatives for the low-income market segments, which constitute the vast majority of the population in emerging economies.