Motivators and Inhibitors of Environmental Consumption in an Emerging Economy: the Case of Mexico

This qualitative study investigates motivators and inhibitors of environmentally friendly behaviors in the context of an emerging economy. Based on interviews and observation, four dominant themes emerge from the analysis: Social class, generational differences, habits and modernity, and consumer confusion and credibility. Some environmentally-unfriendly behaviors, such as the use of disposable dishes, seem to be deeply-rooted in traditions and the desire to participate in the modern world. We conclude that the single-most important reason for the environmental knowledge-attitude-behavior gap is based on a discrepancy between a higher-level, relatively abstract benefit and a specific, very tangible and immediate cost of environmentally-friendly actions.

Citation:

Reto Felix, Lorena de la Paz Carrete Lucero, Raquel Castaño, Edgar Centeno, and Eva M. González Hernández (2011) ,"Motivators and Inhibitors of Environmental Consumption in an Emerging Economy: the Case of Mexico", in AP - Asia-Pacific Advances in Consumer Research Volume 9, eds. Zhihong Yi, Jing Jian Xiao, and June Cotte and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 290-295.