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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 21 - 30 of 30


Enacting Green Consumers: The Case of the Scandinavian Preppies
Christian Fuentes
Culture Unbound. Journal of Current Cultural Research, Journal article 2014
Journal article

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

Showing 21 - 30 of 30

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