Research Group
Consumer Behavior and Conscious Marketing

The research group with a strategic approach, GIEE, now known as “Consumer Behavior and Conscious Marketing”, was born from the merger of three research chairs at Tec de Monterrey. On one hand, the research chair on Marketing and Sustainable Development advanced in Campus Toluca and coordinated by Dra. Lorena Carrete with the participation of Dra. Pilar Arroyo and Mrs. Sara Isabel García López. On the other hand, the research chair Glocalization: Understanding the Latino Consumer, forming an important tradition at Campus Monterrey, under the direction of Dra. Raquel Castaño with the relevant participation of Dra. Claudia Quintanilla. Finally, the research chair Consumer, Brand, and Competitiveness, in Mexico City, under the coordination of Dr. Jorge Vera Martínez and the outstanding contributions of Dra. Andrea Trujillo, Dr. Rajagopal, and Dr. Edgar Centeno.

Although at the beginning, this GIEE was named “Consumer Behavior and Value Creation”, in an effort to give it a more precise and transcendent approach, the research lines were merged and reoriented until reaching the name it now holds. Currently, the research efforts in this GIEE, are inspired by the following thought: “Conscious consumer behavior and conscious marketing strategies will not only produce more social and ecological value, but also greater long-term financial performance for organizations”.

Branding and consumer perceptions. The brand has played a leading role in marketing activity for the past 30 years. The brand is considered the main vehicle to communicate and manage consumer benefits of products and services. In this research line, studies carried out are about the effects of brand perceptions on customer behavior. Here variables such as performance of the product/service, perceived value, consumer-brand identification, purchasing patterns, and brand performance are analyzed. Our studies emphasize responsible and sustainable use of brands and marketing strategies.

Digital marketing and diffusion of innovations. In accordance with the priority topics of the Business School of Tecnológico de Monterrey related to entrepreneurship, innovation, and the use of technology, this line of research studies the development of business in the digital environment as well as the consumer adaptation to that environment. Here, the effects of innovative technologies and products on consumers' behavioral changes, such as adoption processes and cultural changes are studied. Relevant topics here are product adoption profiles, e-commerce channels, and technological impacts.

Responsible consumption decisions and social welfare. Humanity is moving towards a sustainable society, and today more than ever, the issue of responsible consumption and behaviors acquires strategic importance. Responsible consumption derives from the recognition of the repercussions that superfluous, excessive, or harmful consumption, both personal and collective, have on the balance between economic, environmental, and social well-being. For this reason, and in accordance with the Business School's approach towards promoting shared values and conscious businesses, this research line focuses on identifying the determinants of sustainable and healthy behavior that can lead to delineating interventions, policies, educational effort, and social marketing campaigns to promote personal and social well-being.


Name Campus Rank in National
Researchers System
Adriana Morales Rodríguez email Tampico  
Alberto López Hernández email Monterrey C
Alejandro Alvarado Herrera email Sonora Norte 1
Celia Fabiola Vásquez García email Santa Fe  
Citlali del Carmen Calderón Frese email Toluca C
Claudia María Quintanilla Domínguez scholar email EGADE Monterrey 1
Daniela Rachel Rodríguez Delgado email Monterrey C
David Pérez Castillo email Toluca C
Diana Kolbe scholar email Ciudad de México C
Edgar Antonio Centeno Velázquez scholar email EGADE Santa Fe 2
Jorge Luis Graciano Vera Martínez scholar email Ciudad de México 2
Lorena de la Paz Carrete Lucero scholar email Toluca 1
María del Pilar Ester Arroyo López scholar email Toluca  
Rajagopal scholar email EGADE Santa Fe 3
Raquel Minerva Castaño González email EGADE Monterrey 2
Sidney Abril Ornelas Sánchez scholar email Monterrey C

Scientific Publications

  • Vera-Martínez, J. (2021). Consumer technology brands and the source of their performance. Cogent Business and Management, 8(1), 1-17. ISSN: 2331-1975. Scimago Q2. https://doi.org/10.1080/23311975.2021.1969632
  • Osorio, M. L., Centeno-Velázquez, E., López-Pérez, M. E., & del Castillo, E. (2021). Authenticity, fit and product type: Testing a celebrity brand extension model cross-culturally. Journal of Retailing and Consumer Services, 63, 102736.
  • Calderon, C., Carrete, L., Vera-Martínez, J. and 2 more (...) (2021). A social marketing intervention to improve treatment adherence in patients with type 1 diabetes. International Journal of Environmental Research and Public Health, 18(7). https://doi.org/10.3390/ijerph18073622
  • Lopez, A. (2021).Can we get back together? Measuring brand relationship breakup. Journal of Consumer Behaviour, 20(3) 681-694. https://doi.org/10.1002/cb.1895
  • Vera-Martínez, J., Alvarado-Herrera, A., Currás-Pérez, R. (2021). Do Consumers Really Care about Aspects of Corporate Social Responsibility When Developing Attitudes toward a Brand?. Journal of Global Marketing. https://doi.org/10.1080/08911762.2021.1958277
  • Álvarez-Castañón, L.C., Arroyo, P. (2021). Effect of entrepreneurship training on students’ capability of agency and entrepreneurship intention. Contemporary Issues in Entrepreneurship Research, 1181-95. https://doi.org/10.1108/S2040-724620210000011006
  • Rajagopal (2021). Facilities planning in retailing and value generation among urban consumers. International Journal of Electronic Marketing and Retailing, 12(2) 196-213. https://doi.org/10.1504/IJEMR.2021.114248
  • Kolbe, D., Calderón, H., Frasquet, M. (2021). Multichannel integration through innovation capability in manufacturing SMEs and its impact on performance. Journal of Business and Industrial Marketing. https://doi.org/10.1108/JBIM-04-2020-0204
  • Ornelas Sánchez, S.A., Vera Martínez, J. (2021).The more I know, the more I engage: consumer education's role in consumer engagement in the coffee shop context. British Food Journal, 123(2) 551-562. https://doi.org/10.1108/BFJ-05-2020-0401
  • Kolbe, D., Frasquet, M., Calderon, H. (2021). The role of market orientation and innovation capability in export performance of small- and medium-sized enterprises: a Latin American perspective. Multinational Business Review. https://doi.org/10.1108/MBR-10-2020-0202
  • Felix, R., González, E.M., Castaño, R. and 2 more (...) (2021). When the green in green packaging backfires: Gender effects and perceived masculinity of environmentally friendly products. International Journal of Consumer Studies. https://doi.org/10.1111/ijcs.12738
  • Arroyo, P.E., Liñan, J., Vera Martínez, J. (2021). Who really values healthy food?. British Food Journal, 123(2) 720-738. https://doi.org/10.1108/BFJ-04-2020-0328
  • Osorio, M.L., Centeno, E., Cambra-Fierro, J. (2020). A thematic exploration of human brands: literature review and agenda for future research. Journal of Product and Brand Management, 29(6) 695-714. https://doi.org/10.1108/JPBM-02-2019-2274
  • Rodriguez, R., Quintanilla, C. (2020). An exploratory study of factors motivating Mexican women to undertake and continue with nutritional programs. Health Marketing Quarterly, 37(3) 245-264. https://doi.org/10.1080/07359683.2020.1805892
  • García, S., Carrete, L., Arroyo, P. (2020). Automobile manufacturers, marketing channels and consumer loyalty. Contaduria y Administracion, 65(3) . https://doi.org/10.22201/fca.24488410e.2020.2411
  • Rajagopal (2020). Childhood memories affecting brand loyalty and consumption behaviour among adult consumers. International Journal of Business Innovation and Research, 23(3) 400-420. https://doi.org/10.1504/ijbir.2020.110975
  • Chaudhary, M., Lopez, A., Rodriguez, R. (2020). Children’s relationships with brands: intergenerational and transgressions. Marketing Intelligence and Planning, 38(1) 75-88. https://doi.org/10.1108/MIP-03-2019-0137
  • Lopez, A., Guerra, E., Gonzalez, B. and 1 more (...) (2020). Consumer sentiments toward brands: the interaction effect between brand personality and sentiments on electronic word of mouth. Journal of Marketing Analytics, 8(4) 203-223. https://doi.org/10.1057/s41270-020-00085-5
  • Alvarado-Herrera, A., Rodríguez-Soberanis, L.J., Herrera-Medina, H.R. (2020). Corporate social responsibility, reputation and visitors’ commitment as resources for public policies’ design for protected areas for tourism sustainable exploitation. Social Responsibility Journal,16(4) 537-553. https://doi.org/10.1108/SRJ-07-2018-0172
  • Ortiz Alvarado, N.B., Rodríguez Ontiveros, M., Quintanilla Domínguez, C. (2020). Exploring Emotional Well-Being in Facebook as a Driver of Impulsive Buying: A Cross-Cultural Approach. Journal of International Consumer Marketing, 32(5) 400-415. https://doi.org/10.1080/08961530.2020.1722979
  • Vásquez, F., Vera-Martínez, J. (2020). From e-quality and brand perceptions to repurchase: A model to explain purchase behaviour in a web-store. Journal of Theoretical and Applied Electronic Commerce Research, 15(3) 20-36. https://doi.org/10.4067/S0718-18762020000300103
  • Perez-Castillo, D., Vera-Martinez, J. (2020). Green behaviour and switching intention towards remanufactured products in sustainable consumers as potential earlier adopters. Asia Pacific Journal of Marketing and Logistics, 33(8) 1776-1797. https://doi.org/10.1108/APJML-10-2019-0611
  • Rajagopal, Rajagopal, A. (2020). Impact of consumer education and knowledge on purchase intentions within services industry: A study of symbiotic analysis in Mexico. International Journal of Services and Operations Management, 35(1) 58-77. https://doi.org/10.1504/IJSOM.2020.104334
  • Rajagopal (2020). Impact of referrals on buying decisions and cognitive behaviour among aging consumers. International Journal of Business Excellence,21(1) 118-138. https://doi.org/10.1504/IJBEX.2020.106933
  • Herrera, A.A. (2020). Mind the gap between CSR perceptions and expectations of employees: A new strategic approach. Direccion y Organizacion, (67) 5-21. https://doi.org/10.37610/DYO.V0I67.539
  • Leal, A.R., Perez-Castillo, D., Amorós, J.E. and 1 more (...) (2020). Municipal green purchasing in Mexico: Policy adoption and implementation success. Sustainability (Switzerland), 12(20) 1-26. https://doi.org/10.3390/su12208339
  • Gámez-Pérez, K., López, P.E.A., Iniestra, J.G. (2020). Supporting the strategic design of public bicycle sharing systems: The experience of a large Mexican city. Contaduria y Administracion, 65(3) . https://doi.org/10.22201/fca.24488410e.2020.2192
  • Morton, F., Treviño, T., Quintanilla, C. (2020). The family grilling consumption experience in Mexico. Journal of Consumer Marketing, 37(5) 559-567. https://doi.org/10.1108/JCM-04-2019-3160
  • Ventre, I., Kolbe, D. (2020). The Impact of Perceived Usefulness of Online Reviews, Trust and Perceived Risk on Online Purchase Intention in Emerging Markets: A Mexican Perspective. Journal of International Consumer Marketing, 32(4) 287-299. https://doi.org/10.1080/08961530.2020.1712293
  • Herrera, A.A. (2019). Attention to the gap between CSR perceived and expected by employees: A new strategic approach. Direccion y Organizacion,675-21.
  • Reyes, J.A.P., Miranda, M.R., Vera-Martinez, J. (2019). Capital structure construct: A new approach to behavioral finance. Investment Management and Financial Innovations,16(4) 86-97. https://doi.org/10.21511/imfi.16(4).2019.08
  • Vera-Martinez, J., Ornelas, S. (2019). Comparison-based perceived attribute performance as a better antecedent of satisfaction, value and loyalty. Asia Pacific Journal of Marketing and Logistics, 31(5) 1252-1268. https://doi.org/10.1108/APJML-07-2018-0261
  • Vera, J., Espinosa, M. (2019). Consumer involvement as a covariant effect in rethinking the affective-cognitive relationship in advertising effectiveness. Journal of Business Economics and Management, 20(2) 208-224. https://doi.org/10.3846/jbem.2019.8099
  • Rajagopal (2019). Contemporary marketing strategy: Analyzing consumer behavior to drive managerial decision making. Contemporary Marketing Strategy: Analyzing Consumer Behavior to Drive Managerial Decision Making, 1-277. https://doi.org/10.1007/978-3-030-11911-9
  • Rajagopal (2019). Convergence of local enterprises with large corporations: Bridging industry 4.0 functions on broader business canvass. Innovation, Technology, and Market Ecosystems: Managing Industrial Growth in Emerging Markets, 1-28. https://doi.org/10.1007/978-3-030-23010-4_1
  • Flores-Villalba, D., Ayala-Gaytán, E.A., Quintanilla-Domínguez, C.M. (2019).Development of a scale of use, comprehension and attitudes in relation to nutrition labels in Spanish. Salud Publica de Mexico, 61(1) 63-71. https://doi.org/10.21149/8606
  • Pereira, J., de Oliveira, E. C., Morais, D. C., Costa, A. P., & Arroyo-Lopez, P. (2019). ELECTRE TRI-C with hesitant outranking functions: Application to supplier development. Journal of Intelligent and Fuzzy Systems, 37(6) 7923-7933. https://doi.org/10.3233/JIFS-190166
  • Angeles, A., Centeno, E., Villanueva, C.E. (2019). Examining structural flexibility factors in SMEs: A mixed methods study in Mexico. Electronic Journal of Business Research Methods, 17(1) 28-42.
  • Ornelas, S., Vera, J. (2019). Ground Roasted Coffee Consumers’ Ability to Determine Actual Quality: The Use of Attributes and the Role of Education Level in Mexico. Journal of Food Products Marketing, 25(1) 72-91. https://doi.org/10.1080/10454446.2018.1498043
  • Flores, D., Reimann, M., Castaño, R. and 1 more (...) (2019) .If i indulge first, i will eat less overall: The unexpected interaction effect of indulgence and presentation order on consumption. Journal of Experimental Psychology: Applied, 25(2) 162-176. https://doi.org/10.1037/xap0000210
  • Rajagopal, Rajagopal, A. (2019). Impact of transaction costs on supply operations and price competitiveness in wholesale marketing: A study in reference to Mexico. International Journal of Logistics Systems and Management, 33(4) 525-542. https://doi.org/10.1504/IJLSM.2019.101796
  • Rajagopal, Behl, R. (2019). Innovation, technology, and market ecosystems: Managing industrial growth in emerging markets. Innovation, Technology, and Market Ecosystems: Managing Industrial Growth in Emerging Markets, 1-407. https://doi.org/10.1007/978-3-030-23010-4
  • Perez, M.E., Quintanilla, C., Castaño, R. and 1 more (...) (2019). Inverse socialization with technology: understanding intergenerational family dynamics. Journal of Consumer Marketing, 36(6) 818-826. https://doi.org/10.1108/JCM-12-2017-2474
  • Yani-de-Soriano, M., Hanel, P. H., Vazquez-Carrasco, R., Cambra-Fierro, J., Wilson, A., & Centeno, E. (2019). Investigating the role of customers’ perceptions of employee effort and justice in service recovery: A cross-cultural perspective. European Journal of Marketing, 53(4) 708-732. https://doi.org/10.1108/EJM-09-2017-0570
  • Arroyo, P., Carrete, L. (2019). Motivational drivers for the adoption of green energy: The case of purchasing photovoltaic systems. Management Research Review, 42(5) 542-567. https://doi.org/10.1108/MRR-02-2018-0070
  • Rajagopal, Behl, R., Rajagopal and 1 more (...) (2019). Preface. Innovation, Technology, and Market Ecosystems: Managing Industrial Growth in Emerging Markets, v-viii.
  • Calderon, C. L. (2019). The importance of shared beliefs for social marketing programmes. Journal of Social Marketing, 9(1) 26-39. https://doi.org/10.1108/JSOCM-01-2018-0013
  • Centeno, E., Cambra-Fierro, J., Vazquez-Carrasco, R. and 2 more (...) (2019). The interplay between SME owner-managers and the brand-as-a-person. Journal of Product and Brand Management, 28(4) 555-572. https://doi.org/10.1108/JPBM-10-2017-1645
  • Rajagopal (2019). Transgenerational marketing: Evolution, expansion, and experience. Transgenerational Marketing: Evolution, Expansion, and Experience, 1-298. https://doi.org/10.1007/978-3-030-33926-5
  • Arroyo, P., Pesantes-Burgos, V., Carrete, L. (2018). A strategic perspective on the implementation of inclusive businesses: The experience of Ecuadorian firms. International Journal of Management Practice, 11(2) 190-217. https://doi.org/10.1504/IJMP.2018.090831
  • Olavarría-Jaraba, A., Cambra-Fierro, J.J., Centeno, E. and 1 more (...) (2018). Analyzing relationship quality and its contribution to consumer relationship proneness. Service Business,12(4) 641-661. https://doi.org/10.1007/s11628-018-0362-0
  • Vera, J., Trujillo, A. (2018). Assessing the effect of service quality over user satisfaction in public health institutions in Mexico. Contaduria y Administracion,63(2) 1-24. https://doi.org/10.1016/j.cya.2016.07.003
  • Rajagopal, and Rajagopal, A. (2018). Brand literacy and knowledge transfer process: Analysis of purchase intentions among consumers in Mexico. International Journal of Business Innovation and Research, 16(3) 302-323. https://doi.org/10.1504/IJBIR.2018.092618
  • Nunez, S., Castaño, R. (2018). Building brands in emerging economies: A consumer-oriented approach. Brand Culture and Identity: Concepts, Methodologies, Tools, and Applications, 1304-315. https://doi.org/10.4018/978-1-5225-7116-2.ch018
  • Rajagopal, Behl, R. (2018). Business governance and society: Analyzing shifts, conflicts, and challenges. Business Governance and Society: Analyzing Shifts, Conflicts, and Challenges,1-349. https://doi.org/10.1007/978-3-319-94613-9
  • Lopez, A., Rodriguez, R. (2018). Children and their brands: how young consumers relate to brands. Journal of Consumer Marketing,35(2) 130-142. https://doi.org/10.1108/JCM-06-2016-1842
  • Lopez, A., Castaño, R. (2018). Consumer behavior on social media: A thematic exploration and an agenda for future inquiry. Business Governance and Society: Analyzing Shifts, Conflicts, and Challenges, 281-301. https://doi.org/10.1007/978-3-319-94613-9_17
  • Blodgett, J. G., Bakir, A., Mattila, A. S., Trujillo, A., Quintanilla, C., & Elmadağ, A. B. (2018). Cross-national differences in complaint behavior: cultural or situational?. Journal of Services Marketing. (2018). Cross-national differences in complaint behavior: cultural or situational?. Journal of Services Marketing,32(7) 913-924. https://doi.org/10.1108/JSM-12-2017-0413
  • Alvarez Carrillo, P.A., Pereira, J., Del Pilar Arroyo López, M. and 1 more (...) (2018). Disaggregating preferences for a supplier development problem in the Mexican aerospace industry. IEEE International Conference on Fuzzy Systems, 2018-. https://doi.org/10.1109/FUZZ-IEEE.2018.8491496
  • Arroyo, P.E., Holmen, E., De Boer, L. (2018). Integration in loosely coupled garment supply chains: The case of a Mexican trader as switchboard operator. Journal of Global Operations and Strategic Sourcing,11(3) 357-383. https://doi.org/10.1108/JGOSS-10-2017-0042
  • Arroyo, P.E., Carrete, L. (2018). Intervention intended to modify the eating practices in mexicanteenagers. Revista Gerencia y Politicas de Salud, 17(35) . https://doi.org/10.11144/Javeriana.rgps17-35.iomp
  • Rajagopal, Behl, R. (2018). Preface. Business Governance and Society: Analyzing Shifts, Conflicts, and Challenges, v-viii. https://doi.org/10.1007/978-3-319-94613-9
  • Olavarría-Jaraba, A., Cambra-Fierro, J.J., Centeno, E. and 1 more (...) (2018).Relationship quality as an antecedent of customer relationship proneness: A cross-cultural study between Spain and Mexico. Journal of Retailing and Consumer Services, 4278-87. https://doi.org/10.1016/j.jretconser.2018.01.011
  • Rajagopal (2018).Shifts in business-politics paradigms: Exploring lessons and future growth. Business Governance and Society: Analyzing Shifts, Conflicts, and Challenges,1-13. https://doi.org/10.1007/978-3-319-94613-9_1
  • Rajagopal, Castaño, R. (2018). Social group influences. Digital Marketing and Consumer Engagement: Concepts, Methodologies, Tools, and Applications, 1493-1512. https://doi.org/10.4018/978-1-5225-5187-4.ch075
  • Calderón, C., Carrete, L., Vera, J. (2018). Validation of a scale of health beliefs about type 1 diabetes for the Mexican context: HBM-T1DM. Salud Publica de Mexico, 60(2) 175-183. https://doi.org/10.21149/8838