Innovative new product adoption of renewable energy mobility products at the bottom of the pyramid the case of Hamba, an integrated community-driven solution

Tendai Chikweche, Shantha Bloemen, Dorah Mwengye

Research output: Contribution to journalArticlepeer-review

1 Citation (Scopus)

Abstract

Current decision-making models do not cover the processes bottom of the pyramid consumers go through when selecting mobility solutions to address access challenges they face. We investigate the process these consumers go through in their complex context in adopting a community-based renewable energy mobility solution and developing a decision-making framework. Findings indicate the positive social, environmental, and economic impact of the mobility initiative on the livelihoods of the BOP consumers. The findings offer critical theoretical contributions specifically for decision making for the adoption of renewable energy-based mobility solutions for marginalized BOP consumers and social connectedness literature.
Original languageEnglish
Pages (from-to)194-214
Number of pages21
JournalJournal of International Consumer Marketing
Volume35
Issue number2
DOIs
Publication statusPublished - 2023

Bibliographical note

Publisher Copyright:
© 2022 The Author(s). Published with license by Taylor & Francis Group, LLC.

Open Access - Access Right Statement

© 2022 The Author(s). Published with license by Taylor & Francis Group, LLC. This is an Open Access article distributed under the terms of the Creative Commons Attribution-NonCommercial-NoDerivatives License (http://creativecommons.org/licenses/by-nc-nd/4.0/), which permits non-commercial re-use, distribution, and reproduction in any medium, provided the original work is properly cited, and is not altered, transformed, or built upon in any way.

Notes

WIP in RD

Keywords

  • Covid
  • renewable energy
  • mobility
  • Bottom of pyramid
  • decision-making

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