Purpose – The purpose of this paper is to understand how gender affects the number and innovativeness of business opportunities identified by future entrepreneurs in Mexico. Design/methodology/approach – Comparing social feminist theory and human capital theory, this study examines the...

This paper explores how environmental attitudes of consumers in Mexico influence their willingness to pay a premium (or, marginal WTP) for environmentally-certified products. In addition, we also challenge the theoretical assumption that the relationship between environmental attitudes and...