eThesis - School of Business electronic theses

Objectives of the Study:

The objectives of this study are twofold; first, to identify the variables that impact clean technology adoption in Mexico and second, to create viable research and recommendations for the two case companies: Gaiacom International and Usaver Ltd that operate in the Mexican market. The purpose of the study is to answer to the two research questions: Q1. What is the scope and characteristics of the clean technology market in Mexico? Q2. What are the factors, drivers and drawbacks that influence clean technology adoption in Mexico?

Academic Background, Theoretical Model and Methodology:

As the purpose of this research is to delineate and describe the problem (clean technology adoption in Mexico) as well as to identify the variables linked to the problem (the factors, drivers and drawbacks of clean technology adoption), qualitative analysis has been chosen as the research method. The qualitative analysis is conducted through case studies that concentrate on describing the problem and its features to build ground for further research that could perhaps be quantitative and more controlled in nature. The data sources and collection methods are semi-structured interviews, company reports, NGO and government data as well as informal discussions with the industry stakeholders. A theoretical model based on the literature review and The Technology Acceptance Model (TAM) is created and evaluated in contrast to the results of the case studies and industry gatekeeper interviews.

Findings and Conclusions:

As the main outcome of this research, the variables that impact, drive or draw back clean technology adoption in Mexico were identified. Furthermore, the variables were organized into a theoretical model that was inspired by the previous research on technology acceptance. As the models on technology acceptance have mainly concentrated on the firm internal factors, the model used to conduct this research was constructed to serve the purpose of investigating the external societal variables that impact clean technology adoption. Recommendations based on the findings of the empiric study were given with regards to the case companies and the public governance of clean technology adoption.