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Sökning: WFRF:(Fuentes Christian) > Göteborgs universitet

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1.
  • Fuentes, Christian, et al. (författare)
  • Making a Market for Alternatives: Marketing Devices and the Qualification of a Vegan Milk Substitute
  • 2017
  • Ingår i: Journal of Marketing Management. - 1472-1376. ; 33:7-8, s. 529-555
  • Tidskriftsartikel (refereegranskat)abstract
    • The aim of this paper is to describe, conceptualise and critically discuss how and with what consequences marketing is used to construct a mass market for vegan substitutes. Drawing on the concepts of the marketing device and qualification, it shows how Oatly – a Swedish company making oat-based products – enrols three sets of marketing devices, i.e. digital media, packaging and stores, to simultaneously ‘alternativise’ and ‘convenienise’ its range of vegan products. The result is the material and discursive construction of a range of vegan products that is qualified as different enough from conventional dairy products to be an attractive alternative, but similar enough to fit into existing practices of shopping for food, cooking and eating. By qualifying products along multiple registers, Oatly constructs ‘plastic’ products, which can be consumed, for various reasons, by various groups of consumers thus enacting a multi-niche market for its products.
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2.
  • Fuentes, Maria, et al. (författare)
  • Risk Stories In the Media: Food consumption, risk and anxiety
  • 2015
  • Ingår i: Food, Culture and Society: An International Journal of Multidisciplinary Research. - 1552-8014. ; 18:1, s. 71-87
  • Tidskriftsartikel (refereegranskat)abstract
    • Although media-fueled food scares are often described as linked to consumers’ food anxieties, previous studies of food consumption have failed to explore fully how foodscare reports add to consumers’ anxieties. Using a relational theory of risk and a narrative approach, this article highlights how food-scare reports, through various risk accounts, create anxiety-inducing stories where consumers are appointed as handlers of conflicting food risks. Based on material collected from a 2009 Swedish food scare, the article suggests that food-scare reports construct multiple conflicting risks. The analysis also shows that news reports make consumers responsible for handling these risks and, in addition, involve conflicting instructions regarding how consumers should handle the risks described. The article concludes that it is the combination of conflicting risks and conflicting prescriptions for handling those risks that feeds consumers’ anxieties.
3.
  • Fuentes, Christian (författare)
  • Enacting Green Consumers: The Case of the Scandinavian Preppies
  • 2014
  • Ingår i: Culture Unbound. Journal of Current Cultural Research. - Linköping University Electronic Press. - 2000-1525. ; 6, s. 963-977
  • Tidskriftsartikel (refereegranskat)abstract
    • The aim of this paper is to develop and illustrate an analytic approach that brings the active making and makings of green consumer images to the fore. Efforts to “know” the green consumers have generated multiple representations. Enactments of the green consumer are not innocent but also play a role in shaping how we understand and approach sustainable consumption. Because of this it is important to examine and critically discuss how green consumers are enacted today. This paper develops an approach that allows us to examine how green consumers are enacted and discuss the consequences these constructions might have for sustainability. Theoretically, a performativity approach drawing on theories from Science and Technology Studies (STS) and economic sociology is used to discuss the enactment of green consumers. Empirically, focus is on Boomerang – a Swedish fashion retailer, brand, and producer – and its marketing practices. The analysis shows how the marketing work of the Boomerang Company leads to the enactment of the Green Scandinavian Preppy. This specific version of the green consumer is a combination of the knowledgeable green connoisseur – a consumer that knows quality when he/she sees it – and the green hedonist in search of the good life. The Green Scandinavian Preppy wants to enjoy nature, go sailing, and do so wearing fashionable quality clothes. This is a consumer that knows quality, appreciates design, and has the means to pay for both. While this is a version of the green consumer that might be appealing and thus have the potential to pro-mote a version of green consumption, it is also a green consumer image that has lost much of its political power as green consumption is framed as simply another source of pleasure and identity-making.
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6.
  • Fuentes, Christian, et al. (författare)
  • Green shopping apps as market devices: materialities, competences and moralities
  • 2014
  • Ingår i: www.nrwa.se.
  • Konferensbidrag (övrigt vetenskapligt)abstract
    • In this paper we examine ethical shopping apps as market devices. Focusing on three “ethical” apps” available on the Swedish market, we examine the prescriptions built into these devices. The preliminary analysis carried out shows that the ethical apps examined all work to encourage and allow certain ethical/responsible consumer practices and subjectivities. They are designed to extend the consumption capabilities of the consumers that use them and shape their ways of seeing and thinking about ethical consumption.
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7.
  • Fuentes, Christian (författare)
  • How Green Marketing Works: Practices, Materialities and Images
  • 2015
  • Ingår i: Scandinavian Journal of Management. - Elsevier. - 0956-5221. ; 31:2, s. 192-205
  • Tidskriftsartikel (refereegranskat)abstract
    • There are surprisingly few empirical studies of green marketing practices, and when such studies are carried out, they tend to take a simplistic approach. In this paper, the need to develop more complex and critical analyses of green marketing practices is addressed through the development of a practice theory approach to green marketing. Drawing on an ethnographic study of the Nordic Nature Shop, this paper explores the marketing of green outdoor products. Through various marketing practices, the Nordic Nature Shop presents the purchase and use of green outdoor products as a way to carry out outdoor practices while simultaneously protecting a fragile outdoors and thereby enabling consumers to be good both in and to nature. The analysis shows that not only are green products marketed through practices, but they are also marketed as practice-enablers, that is, tools in the accomplishment of environmentally problematic practices.
8.
  • Fuentes, Christian (författare)
  • Images of Responsible Consumers: Organizing the Marketing of Sustainability
  • 2015
  • Ingår i: International Journal of Retail & Distribution Management. - 0959-0552. ; 43:4-5, s. 367-385
  • Tidskriftsartikel (refereegranskat)abstract
    • Purpose: The purpose of this paper is to examine and explain what organizes the marketing of retail sustainability. Design/Methodology/Approach: Theoretically, this paper takes a marketing-as-practice approach and makes use of practice theory to conceptualize the marketing of sustainability. Methodologically, an ethnographic study of three Swedish retail chains and their marketing work has been conducted. Interviews with management, observations made at the stores of these three retailers and various marketing texts and images produced by these retailers form the material analysed. Findings: This paper illustrates three different ways of marketing and enacting sustainability. It shows that sustainability is framed differently and, indeed, enacted differently in order to fit various ideas about who are the responsible consumers. The argument is that rather than consumer demand, supply pressure or media scandals, the marketing of sustainability is in each of the cases studied configured around a specific notion of the responsible consumer. What sustainability work is marketed, through which devices it is marketed, and how it is framed is guided by an idea of whom the retailers’ responsible consumers are, what their lifestyles are, and what they will be interested in. Images of responsible consumers work as configuring agents around which retailing activities and devices are organized. Originality/value – The paper provides an in-depth analysis of the marketing of sustainability and offers a new explanation about what it is that influences the various approach to sustainable marketing taken by retailers.
9.
  • Fuentes, Christian, 1978-, et al. (författare)
  • Mobile shopping and the practice of shopping: A study of how young adults use smartphones to shop
  • 2017
  • Ingår i: Journal of Retailing and Consumer Services. - 0969-6989. ; 38, s. 137-146
  • Tidskriftsartikel (refereegranskat)abstract
    • © 2017 Elsevier Ltd The aim of this paper is to explore, illustrate and conceptualise how the introduction of mobile phones transforms the practice of shopping. Drawing on a focus group study of young adults and making use of Practice Theory, this paper shows that the introduction of mobile phones reconfigures the practice of shopping subsequently transforming the agency of consumers. Mobile phones enable consumers to access, store, and process information in new ways; supporting new modes of social shopping, enabling consumers to change the experience of shopping, and making them better equipped economic actors with more access to financial systems and new calculative capacities. While this new agency is beneficial to consumers, it also causes them stress and anxiety.
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