Consumer Behavior and Conscious Marketing
About the Group
We study consumer behavior in order to develop effective business strategies that promote responsible consumption and social welfare.
Research lines
• Adoption of innovation and brands
• Responsible consumer behavior and social welfare
• Branding strategies
• Cultural meanings of consumption
Leader
Jorge Luis Graciano Vera Martínez - jorge.vera@tec.mx
Core reserchers
Alberto López Hernández
Edgar Antonio Centeno Velázquez
Lorena de la Paz Carrete Lucero
María del Pilar Ester Arroyo López
Rajagopal
Adjunct researchers
Adriana Morales Rodríguez
Alejandro Alvarado Herrera
Citlali del Carmen Calderón Frese
Claudia Maria Quintanilla Dominguez
Diana Kolbe
Jaime Eduardo Martínez Sánchez
Raquel Minerva Castaño González
Publications
Top 5 of publications 2015-2019
- Success factors in a CRM strategy: technology is not all
Authors: Cambra-Fierro, J., Centeno, E., Olavarria, A., & Vazquez-Carrasco, R.
- Share, like and achieve: The power of Facebook to reach health-related goals
Authors: de la Peña, A., & Quintanilla, C.
- Green shades: A segmentation approach based on ecological consumer behavior in an emerging economy
Authors: González, E., Felix, R., Carrete, L., Centeno, E., & Castaño, R.
- Drivers of consumer attitudes towards online shopping in the Indian market: Analysis through an extended TAM model
Authors: Reyes-Mercado, P., Karthik, M., Mishra, R., & Rajagopal, .
- Developing entrepreneurship in primary schools. The Mexican experience of "My first enterprise: Entrepreneurship by playing"
Authors: Cárcamo-Solís, M., Arroyo-López, M., Alvarez-Castañón, L., & García-López, E.