Eco-Innovations in Emerging Markets ─ Analyzing Consumer Behaviour and Adaptability
商品資訊
ISBN13：9781137587411
出版社：Palgrave Macmillan
作者：P憳l Reyes Mercado
出版日：2016/06/27
裝訂：精裝
規格：21cm*14.8cm (高/寬)
商品簡介
Througha comprehensive analysis of cognitive factors and eco-innovation attributes,this book provides an understanding into why and how renewable energytechnologies are adopted in an emerging market. Drawing on theories such astheory of reasoned action and theory of planned behaviour, Eco-Innovations in Emerging Markets proposes an extended cognitivemodel to analyse consumer behaviour in this area. Through the use of advancedstatistical techniques such as Partial Least Squares, the book presents empiricaldata and discusses the implications they pose for policy makers and corporatemanagers.?
作者簡介
PavelReyes-Mercado is a Professor at Anahuac University, Mexico, where his researchfocuses upon entrepreneurship, consumer behaviour, and the adoption of technologicalinnovations. Pavel also has industry experience at companies such as Alcatel,Coca Cola and HSBC Bank, and is also a member of the Academy of MarketingScience, and the American Marketing Association.?
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