Till startsida
To content Read more about how we use cookies on gu.se

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 1 - 10 of 28


Soundtracking: music listening practices in the digital age
Christian Fuentes, Johan Hagberg, Hans Kjellberg
European Journal of Marketing, Journal article 2019
Journal article

The practice of slow travel: Understanding practitioners' recruitment, career and defection
Christian Fuentes, Anette Svingsted
Theories of practice in tourism / Edited by Laura James, Carina Ren and Henrik Halkier., Routledge, Chapter in book 2019
Chapter in book



'Write something' : The shaping of ethical consumption on Facebook
Niklas Sörum, Christian Fuentes
Digitalizing Consumption: How devices shape consumer culture. Edited by Franck Cochoy, Johan Hagberg, Magdalena Petersson McIntyre and Niklas Sörum., London & New York, Routledge, Chapter in book 2017
Chapter in book

Smartphones and the reconfiguration of retailscapes: Stores, shopping, and digitalization
Christian Fuentes, Kristina Bäckström, Anette Svingstedt
Journal of Retailing and Consumer Services, Journal article 2017
Journal article

Mobile shopping and the practice of shopping: A study of how young adults use smartphones to shop
Christian Fuentes, Anette Svingstedt
Journal of Retailing and Consumer Services, Journal article 2017
Journal article


Play a Game, Save the Planet! Gamification as a Way to Promote Green Consumption
Christian Fuentes
The Business of Gamification: A Critical Analysis, London & New York, Routledge, Chapter in book 2016
Chapter in book

Showing 1 - 10 of 28

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

The University of Gothenburg uses cookies to provide you with the best possible user experience. By continuing on this website, you approve of our use of cookies.  What are cookies?