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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

Research profile: Consumption, Markets, and Materialities
Christian is a marketing scholar interested in consumption and the making of markets. His research focuses on the reconfiguration of everyday consumption practices and the role that marketing work and market devices play in this.

He often takes a socio-material approach, emphasizing the active role of materiality (devices, technology, infrastructure) in the enabling and reconfiguration of everyday practices.

Christian has worked on a number of research projects, many of them addressing issues that have to do with sustainability and/or digitalization.

He has conducted research on the topics of Ethical Consumption, Green Marketing, Sustainable Retailing, Alternative Markets, Digitalized consumption and Retailing.
I have, for example, studied how marketing inscribes outdoors product with green moral, how new technologies such as smartphones reconfigure in-store shopping practices, how ”sustainability” apps reconfigure everyday life and enable ethical consumption, how digital devices changes the way we listen to music, and how marketing devices work to construct alternative food markets.
His studies on these topics have been published in the European Journal of Marketing, Journal of Marketing Management, Consumption, Markets and Culture, Business Strategy and the Environment, Journal of Retailing and Consumer Services, International Journal of Consumer Studies, as well as in a number of other outlets.

Ongoing research projects

Can innovations within food distribution such as e-commerce, food box schemes, and consumer-to-consumer food networks promote sustainable food consumption in the household? New technology has brought with it new solutions for food provisioning. These innovative distribution platforms are often proposed as possible tools for the promotion of sustainable food consumption practices within households. However, we know little about the potential of these platforms and if they can be used to promote the sustainable consumption of food on a larger scale. The overall objective of the PLATEFORMS project is to produce in-depth and practically oriented knowledge on how sustainable household food consumption can be enabled through socio-technical innovations in food provisioning platforms. 

Alternative Food Markets
The overall aim of this project is to provide in-depth knowledge regarding how alternative food markets can be organized, sustained, and expanded. There are today a number of on-going efforts to establish alternative food markets – markets that are organized differently and with the aim of promoting sustainable and healthy food alternatives. While this development seems promising, there are a number of knowledge gaps that need to be addressed if we are to understand how alternative food markets work and their sustainability potential. We know today very little of how alternative food markets emerge, become stabilized, expand or dissolve. Taking an ethnographic approach this project sets out to understand three types of alternative food markets: markets for (vegan) alternatives, local markets, and consumer-to-consumer markets. 

Showing 11 - 20 of 31


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

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

Showing 11 - 20 of 31

Page Manager: Agnes Faxén|Last update: 9/12/2016

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