Purpose: The purpose of this paper is to propose and empirically test a model where different motivational drivers are used to stimulate the intention of individuals to purchase green energy. Design/methodology/approach: The goal-framing theory was used as the theoretical basis to design motivational statements that activate different self-goals driving the intention to adopt green energy. A field experiment was performed to investigate the influence of three different goal triggers on the intention of purchase green energy, specifically solar systems, among households living in a major city located in the central part of Mexico. The effect of demographics, environmental consciousness and perceived risk associated to the technology functionality was also considered in explaining the probability of purchase of a photovoltaic system in a short (one year) and medium (five years) terms. Findings: The goal trigger grounded on normative motivations is the most influential on the probability of adoption of a photovoltaic system. However, the socioeconomic level of the household moderates the effect this type of goal trigger has on the intention of purchase a photovoltaic system. Individuals with a high socioeconomic level significantly increase their intention of purchase this green technology if motivated by a normative goal. On the contrary, individuals with a medium socioeconomic level are mostly motivated by goal triggers grounded on economic benefits. Research limitations/implications: This study was circumscribed to a particular city of Mexico. Replication of the experiment in cities of other developing countries with contrasting sociotechnical contexts and the consideration of other green behaviours and explanatory variables is relevant to confirm and complement the results of this research. Practical implications: The cost of photovoltaic systems represents a major barrier to the growth of the Mexican market of this renewable energy. Therefore, the promotion strategy for solar energy must be accompanied by the design of appropriate motivational drivers depending on the socioeconomic level of the segment and the time for the investment. Additionally, public and private strategies to decrease the cost of the technology and financing programs for individual and community projects are recommended. Social implications: The willingness to use green energy and contribute to the protection of the environment should spring from within consumers. To upscale the solar energy market, it is relevant to understand the dominant goals of individuals when taking the decision to purchase green energy. Originality/value: This study contributes to the extant research in green marketing by proposing and testing a new interpretative framework to examine how the benefits of green energy activate the self-goals of consumers, thus influencing their intentions of adoption of green energy. A theoretical model is proposed by constructing “goal-triggers” grounded on the goal-framing theory and empirically testing in the specific case of explaining the intention of purchasing photovoltaic systems in Mexico.

Purpose – To develop a prescriptive model that provides effective guidance in the early stages of outsourcing processes, while taking into the decision-makers' bounded rationality. Design/methodology/approach – Provides an overview of existing prescriptive decision models for outsourcing based on literature review. Contrasts these models with empirical accounts of outsourcing including two case-studies of outsourcing of logistics activities. Discusses and explains discrepancies from the point of view of literature on bounded rationality and satisficing. Develops a conceptual decision model based on the principles of satisficing. Findings – That there appear to be discrepancies between many of the prescriptive outsourcing models in the literature and the processes observed in practice. That satisficing concept provides a useful explanation of these discrepancies and useful design principles for developing more realistic prescriptive outsourcing decision models. Research limitations/implications – The model developed in this paper constitutes a first step and its details must be worked out and investigated in more detail. In that respect, specific suggestions for further research are included in the paper, e.g. regarding the potential of methods and techniques from operations research in certain parts of the model. Practical implications – Explains discrepancies between existing outsourcing decision models and outsourcing processes in practice – in particular regarding the practice of outsourcing (combinations of) logistics activities. Offers the basis for realistic decision guidance in outsourcing processes. Originality/value of the paper – This paper is one of first which presents an outsourcing model that explicitly incorporates satisficing principles.

Purpose: The purpose of this paper is to evaluate the effects of supplier development programs on the short‐term performance of suppliers and the more long‐term development of their capabilities given the relational learning context of the dyad.Design/methodology/approach: Data were collected through a survey of strategic suppliers from original equipment manufacturers of the automotive industry located in Mexico.Findings: Results suggest that basic and widely used forms of supplier development hardly lead to improved operational and financial performance of suppliers. More demanding and less frequently used forms of supplier development may lead to improved supplier performance given the suppliers have sufficient absorptive capacity and the presence of an adequate collaborative and relational learning context.Research limitations/implications: Only suppliers of firms in the automotive industry were surveyed; participant suppliers were referred by buying firms operating in Mexico.Practical implications: When designing supplier development activities, buying firms need to take into consideration that high involvement and investment on supplier development activities is required when their goal is to improve the supplier base.Social implications: Governments organizing supplier development programs should consider the importance of promoting knowledge transfer activities above evaluation and feedback to assure the success of their efforts to develop the national supply industry.Originality/value: The value of supplier development programs is explored in this paper, taking into account the efforts of the buying firms to transfer knowledge and the moderating effect of the relational and learning context. Relevant recommendations for the design of such programs to buyers, suppliers and government are discussed.

Purpose: – The purpose of this research is to improve the understanding of drivers and inhibitors of healthy diet behaviors in the context of an emerging economy, such as Mexico, with a severe problem of overweight and obesity. The theory of planned behavior (TPB) and protection motivation theory (PMT) provided the theoretical background for this study.Design/methodology/approach: – A qualitative approach was used, given the limited amount of information available on consumers’ motivations to change behavior. In-depth interviews with experts in nutrition and four focus groups with consumers from two segments were performed to collect information. Thematic analysis was used to analyze information.Findings: – PMT provided a better explanation of current dietary behavior; the positive attitudes that, according to TPB, are the immediate antecedent of behavior offered a poor explanation for autoreported behaviors. Results indicate that perceived low self-efficacy and high costs prevent change of behavior. Meanwhile, low vulnerability and severity among younger consumers adds to the low intention to adopt a healthier diet. In general, sensorial attributes of products, such as texture, flavor, color, smell and appearance, prevail over nutritional attributes.Practical implications: – The outline of a social marketing program is suggested after the research findings. This program emphasizes prevention and is intended to complement governmental policies designed to modify the environment to facilitate access to healthy food.Originality value: – Social marketing principles have been developed and applied mainly in the context of developed countries. This work contributes to the extension of such principles to an emerging economy with a public health problem related to overweight. Results of the research provide the basis to mold an appropriate intervention.