Eva María González Hernández

Green consumer behavior in an emerging economy: confusion, credibility, and compatibility

Lorena Carrete, Raquel Castaño, Reto Felix et al. · Journal of Consumer Marketing · 2012 · 206 citations

Sustainable Consumption, Greenwashing, Green Marketing +28

Green Shades: A Segmentation Approach Based on Ecological Consumer Behavior in an Emerging Economy

Eva María González Hernández, Reto Felix, Lorena Carrete et al. · The Journal of Marketing Theory and Practice · 2015 · 66 citations

Urban Centers, Sustainable Consumption, Green Marketing +21

A segmentation study of Mexican consumers based on shopping centre attractiveness

Eva María González Hernández, Ma. Margarita Orozco Gómez · International Journal of Retail & Distribution Management · 2012 · 66 citations

Customer Experience, Customer Satisfaction, Consumer Research +17

What women want? How contextual product displays influence women’s online shopping behavior

Eva María González Hernández, Jan‐Hinrich Meyer, M. Paz Toldos · Journal of Business Research · 2020 · 60 citations

Marketing, Online Customer Behavior, Digital Marketing +8

When the green in green packaging backfires: Gender effects and perceived masculinity of environmentally friendly products

Reto Felix, Eva María González Hernández, Raquel Castaño et al. · International Journal of Consumer Studies · 2021 · 58 citations

Green Marketing, Engineering, Consumer Study +24