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Christian Fuentes


Christian Fuentes
+46 31 786 2706

Postal Address: Box 603, 40530 Göteborg
Visiting Address: Viktoriagatan 13, plan 3 , 41125 Göteborg

Gothenburg Research Institute (More Information)
Box 603
405 30 Göteborg
Fax: +46 31 786 5619
Visiting Address: Viktoriagatan 13, plan 3 , 411 25 Göteborg

About Christian Fuentes

Christian Fuentes is a researcher in marketing and consumer culture. His
research is in the fields of Green Marketing, Green Consumption, and Corporate Social Responsibility (CSR). He is interested in how and why people engage in green consumption and the role that marketing plays in enabling and promoting different forms of greener consumption. In exploring these issues, he often takes a critical approach, draws on practice theory and makes use of ethnographic methods. Currently he explores how CSR and green consumption are transformed by the digitalization of society.

CSR in the digital age: a netnographic study
Digitalization and the development of the Internet society have changed the way CSR is communicated. Corporate websites, blogs, social media, and mobile applications (apps) are now commonly used to market CSR. In spite these dramatic changes to the media landscape, studies of how CSR is communicated and reproduced online are rare.

Sustainable Shopping in the digital society: the role of green apps
This project examine green apps and their role in sustainable shopping. The digitalization of society has changed the way we shop. Webpages and apps are used to compare prices, read up on brands and companies, and purchase products. What do the emergence of these digital devices mean for sustainable shopping?

Completed projects
Green Retailing: a socio-material analysis
Green retailing: a socio–material analysis (2011) offers a critical account of green retailing. Using socio-material practice theory and drawing on an ethnographic study of an outdoors retail chain, this book develops a critical account of what is involved in the marketing and consumption of green products. More specifically, the book analyses the work done by the Nordic Nature Shop to make their green outdoors products meaningful and functional to consumers.

Retailing CSR: sustainable retailing and value creating practices
The project Retailing CSR: sustainable retailing and value creating practices examines the incorporation and materialization of CSR strategies in retailing. Examining a department store chain (Åhléns), a chain of second-hand stores (Myrorna), and a chain of fashion clothing stores (Boomerang), the project seeks to understand how different CSR strategies are mobilized by different retail corporations and with what effects. The project was funded by Handelns Utvecklingsråd, HUR, 2010-2013)

Showing 11 - 20 of 28


Sustainability Service In-Store: Service Work and the Promotion of Sustainable Consumption
Christian Fuentes, Cecilia Fredriksson
International Journal of Retail & Distribution Management, Journal article 2016
Journal article

Packaging Gender and Gendering Packages: Marketing Artifacts at Work
Magdalena Petersson McIntyre, Christian Fuentes, Lena Hansson
13th Conference on Gender, Marketing, and Consumer Behavior. 4-6 July, 2016. ESCP Europe, Paris, France. , Conference paper 2016
Conference paper

Green Marketing Goes Online: Practices, Devices, and the Configuration of Green Prosumers
Christian Fuentes
NCCR, Aarhus, Denmark, May 18-19 , Conference contribution 2016
Conference contribution

Materialiserad moral
Niklas Hansson, Christian Fuentes
Kulturella perspektiv - Svensk etnologisk tidsskrift, Journal article 2016
Journal article


Risk Stories In the Media: Food consumption, risk and anxiety
Maria Fuentes, Christian Fuentes
Food, Culture and Society: An International Journal of Multidisciplinary Research, Journal article 2015
Journal article

Images of Responsible Consumers: Organizing the Marketing of Sustainability
Christian Fuentes
International Journal of Retail & Distribution Management, Journal article 2015
Journal article


Enacting Green Consumers: The Case of the Scandinavian Preppies
Christian Fuentes
Culture Unbound. Journal of Current Cultural Research, Journal article 2014
Journal article

Showing 11 - 20 of 28

Page Manager: Lise-Lotte Walter|Last update: 9/12/2016

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