Christian Fuentes

Research and teaching profile

I am a Professor of Marketing and Consumption the Department of Service Studies, Lund University. I am also the coordinator for the Consumption, Marketing and Retail research group. 

Research
My specialization is Marketing and Consumption. My research explores the interrelationships of consumption, markets, and society. Drawing on STS, economic sociology, and practice theory my work has explored how devices, technologies, and infrastructures shape consumption, marketing work, and the organization of markets. More specifically, I have written on topics such as the digitalization of ethical/sustainable consumption, the organization of alternative markets, how digitalization shapes shopping, green marketing practices, and sustainable consumption. Most of my research addresses issues related to sustainability and/or digitalization. 

In the are of sustainability I have for example worked on ethical consumption, the digitalization of sustainable consumption, alternative markets, sustainable retailing and circular consumption. 

In the area  of digitalization I have done research on e-tailing, mobile shopping, the digitalization of music consumption, digital failure, and consumers data disclosure practices. 

Teaching
I teach in the retail specialization in the Bachelor program. On the master level I teach mainly on the Retailing and Consumption specialization. I supervise both bachelor and master thesis on topics related to my research areas of sustainability and/or digitalization.