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Unveiling Consumers’ Insights

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Eco-Innovations in Emerging Markets

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Abstract

This section presents the results of data analysis for testing the theoretical concepts and framework of hypotheses built for the study. The technique to deal with missing values and normality are described. Descriptive statistical analysis for each construct and indicator is introduced. Afterwards, the analytical model related to the empirical framework is formalized in a set of simultaneous linear equations. Each equation is then analysed separately in terms of the two stages of PLS technique. The measurement model is assessed to estimate reliability and validity of the study constructs to continue with the structural model is determined and hypotheses are tested. A number of post-hoc analyses as confirmatory tetrad analysis, effect size, and predictive relevance tested the quality of the model.

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Authors and Affiliations

  1. Anáhuac University México, School of Business and Economics, Huixquilucan, México

    Pável Reyes Mercado

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Reyes Mercado, P. (2016). Unveiling Consumers’ Insights. In: Eco-Innovations in Emerging Markets. Palgrave Macmillan, London. https://doi.org/10.1057/978-1-137-58742-8_5

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