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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)

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Managing Green Complexities: Consumers´ strategies and techniques for greener shopping
Christian Fuentes
International Journal of Consumer Studies, Journal article 2014
Journal article

Green Materialities: Marketing and the socio-material construction of green products
Christian Fuentes
Business Strategy and the Environment, Journal article 2014
Journal article


Hållbar livsstil och H+: En forskningsöversikt och diskussion
Anette Svingstedt, Christian Fuentes
Lund, Institutionen för Service Management, Lunds Universitet, Report 2013


Green Retailing: A socio-material analysis
Christian Fuentes
Lund, Department of Service Management. Lund University. , Doctoral thesis 2011
Doctoral thesis


Environmental information in the food supply system. FOI, Stockholm
Christian Fuentes, Annika Carlsson-Kanyama, Anders Biel, Kerstin Bergström, Gunne Grankvist et al.
Stockholm, Fuentes C. & Carlsson-Kanyama A, Report 2006

Exploring the perceptions and use of environmental information in the food system
Gunne Grankvist, Kerstin Bergström, Christian Fuentes, Helena Shanahan, Cecilia Solér
Environmental information in the food supply system, Stockholm, FOI, Chapter in book 2006
Chapter in book

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

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