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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. [ABSTRACT FROM AUTHOR]

This research investigates the core drivers for bottom of pyramid (BOP) consumers' motivation for participating in value co-creation (VCC) projects with firms evaluating the influence of each of the drivers considering the heterogeneity nature of the BOP. Ethnographic observations and interviews were used to conduct the research in Zimbabwe. A key finding is the impact of the heterogeneity of the bottom of pyramid on the eight drivers that are identified and evaluated in terms of their influence, thereby providing a more holistic understanding of BOP consumers participation in VCC. This research's findings have shown that digital technologies can be employed as a valuable complementary tool that firms and BOP consumers could effectively use to facilitate value co-creation. A key practical finding is the emergence of the concept of a Green Kiosk. This is a one stop resource which acts as a community building center, cultural renewal center, place of education and knowledge and point of access to other services such as telecommunication services. Evolving balance of power in the relations between the BOP and firms is outlined. [ABSTRACT FROM AUTHOR]

Bottom of Pyramid (BOP) research has emphasized how marketing to the world's poor is profitable for companies and can generate significant revenue growth. But marketing targeting BOP consumers can also do harm, creating ethical concerns over exploitative marketing practices. This article measures the ethical evaluation by the average (non-BOP) consumer of target marketing to the BOP, and measures the consumer's willingness to take action against the company when it is marketing unethically. Findings show that non-BOP consumers do not consider companies to be ethically wrong in marketing to the BOP, provided marketing practices are evaluated as fair for BOP consumers. However, non-BOP consumers will take action against companies perceived to be marketing unethically to BOP consumers. [ABSTRACT FROM AUTHOR]