Could you please tell us a bit about your background and academic journey?
"I am an alumnus of the University of Gothenburg, where I completed a Master’s degree in Marketing and Consumption. Since then, I have spent 14 years working at the intersection of marketing, research, and consumer insights, across brand and producer organizations, retail, and research agencies. I have always been deeply interested in understanding consumer behavior, why consumers act the way they do, and I particularly enjoy taking the time to thoroughly analyze complex issues. Ten years ago, while working as a junior consumer research consultant, my senior colleague and mentor, Antonio Marañon, inspired me to pursue an academic career."
What is the focus of your research, and what motivated your interest in this area?
"My research focuses on marketing and consumer behavior, with a particular interest in sustainable consumption. More specifically, I study the discrepancy between consumers’ positive attitudes toward sustainability and their actual consumption behavior, often referred to as the attitude–behavior gap. This gap has been widely documented in academic research, and I consistently observed this during my years in industry; while surveys show strong consumer intentions to buy sustainably, sales figures often tell a different story. Despite growing awareness and a sense of urgency around sustainability, consumption patterns remain largely unsustainable. The aim of my research is therefore to better understand the underlying reasons for this gap, and to provide insights into how brands and consumers can jointly help narrow it."
What led you to pursue your doctoral studies at the University of Gothenburg?
"I completed both my Bachelor’s and Master’s degrees at the University of Gothenburg and truly enjoyed my time here. The university offers high-quality education and has a strong focus on consumer marketing and sustainability, which aligns closely with my interests. So far, the faculty has fully lived up to my expectations. I receive great support from my supervisors and fellow PhD candidates, and there is a very open and supportive academic environment. It is easy to walk down the corridor to exchange ideas, get feedback, or simply have an inspiring conversation with any colleague. Everyone is welcoming and accessible."
How would you describe your experience as a doctoral student so far?
"Compared to working in industry, it feels like a luxury to have uninterrupted time to immerse myself in reading, reflecting on complex concepts, and working on topics that genuinely interest me. At the same time, it has been challenging to shift from an operational mindset to a more theoretical one. In this transition, I greatly appreciate the support of my supervisors and the well-designed introductory course Overview of Research in Business and Economic Geography, offered by the faculty."
What expectations do you have for your doctoral studies, both academically and personally?
"Academically, I aim to deepen my knowledge and methodological skills, and to develop into a well-trained researcher capable of producing robust and meaningful consumer insights. Personally, the relevance of my research is of utmost importance to me. I want my work to contribute to real-world impact by supporting the transition toward more sustainable consumption."
