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This paper aims to improve the knowledge about the strategic actions of institutional entrepreneurs in the configuration of the institutional pillars of an emerging field such as the Spanish renewable energy sector, as well as to illustrate the role of these actors in the fight against climate change.

The paper presents a single case study conducted in a company that entered the renewable energy sector in the ‘90s, and currently is a national and international reference in the generation of thermosolar power. The results of this case study are analysed and interpreted according to the New Institutional Sociology.

The paper identifies and analyses the strategic actions developed by the company to configure the regulative, normative and cognitive pillars of its institutional context, such as the establishment of inter-actors relationships, the mobilisation of constituent actors, the use of sanctions and rewards, the employment of consultants and the public dissemination of knowledge and social awareness.

The paper contributes to the development of the specialised literature about the institutional entrepreneurship which is very scarce in relation to the actions of institutional entrepreneurs in emerging fields. Likewise, this study allows managers to know the role of those entrepreneurs to configure the behaviour patterns that could be accepted and assumed by those entering the sector later on.

The purpose of this paper is to identify the characteristics of consumers of organic food, based on their motivations.

A questionnaire based on the Food Choice Questionnaire was applied to a 656 consumers. A multivariate factor analysis and cluster analysis was performed to the data.

Seven factors were identified: ecological concern; nutritional content; availability of natural products; sensory aspects; certifications, health and confidence; and economic aspects. Resulting clusters were named as: conscious and interested in certification; conscious with no interest in certification; opportunist in transition; unconscious opportunist. There are signs of different consumers. The consumers of these products are characterised by an interaction between hedonic and ethical motivations, where the most important motivation is environmental concern and the least important are the economic aspects.

The reduced number of alternative markets in Mexico limits the amplitude of the research.

The work herein reported is pioneer and contributes to reduce the lack of studies on the motivations and characteristics of consumers of organic foods in Mexico. Findings may set a path for new research in other cultural contexts; as well as for more specific work in Mexico as of consumers of industrialised organic products.

Characterising consumers of organic foods will enable the development of these markets.

Social studies of eating habits have taken place in European countries; and several works have been developed in other areas of the world to determine the way in which consumers build their preferences and food choice patterns. In Mexico, specifically in organic foods, studies have focussed in agrarian economics, but the analysis of motivations for choice has not been addressed. Therefore, it is important to research this issue given the relevance for consumers.