Christian Fuentes

Senior Lecturer


Christian Fuentes is an Associate Professor at the Department of Service Management and Service Studies, Lund University.

My research fields are marketing and consumption studies. Within these broad fields I have focused on issues and questions connected to sustainability and digitalization. More specifically, I have conducted research on Ethical Consumption, Green Marketing, Sustainable Retailing, Alternative Markets, Digitalization, and Retailing.  I often draw on practice theories and make use of ethnographic methods, exploring how marketing practices and devices shape consumption and the formation of markets.

My work on these topics has been published in the Journal of Marketing Management, Consumption, Markets and Culture, Business Strategy and the Environment, Journal of Retailing and Consumer Services, International Journal of Consumer Studies and as well as in a number of other outlets. 

Recent research outputs

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