Sofia Ulver

Sofia Ulver

Senior lecturer, Associate Professor

Personal profile


I am an associate professor within marketing and have a sociological, cultural, critical and idea-historical background and perspective in my research. My research domain is consumer culture theory (CCT) in which I try to understand larger shifts and social trends in society by looking at how we live, consume, produce and innovate at the global and local market, often with the theoretical lens of social distinction (status), gender theory and narrative or discourse analysis. This can for example be by exploring the globalization of western taste within the urban middle-class, the masculinization of taste within the foodie culture, how markets are created through consumer taste refinement, or the shift towards ethical (e.g. sustainability-related) and political consumption (e.g. buycot and boycot-related). After wrapping up my foodie culture research, in 2018 I start a three year research project on multicultural consumption and advertising together with two colleagues (Professor Sara Rosengren and Nina Åkestam) at Handelshögskolan i Stockholm.

Expertise related to UN Sustainable Development Goals

In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person’s work contributes towards the following SDG(s):

  • SDG 10 - Reduced Inequalities
  • SDG 12 - Responsible Consumption and Production

UKÄ subject classification

  • Business Administration


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Collaborations the last five years

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