Journal of Service Management
Claudia González
Marketing
Assistant Professor
Directora Audiovisual y Licenciada en Comunicación Social, UC; Master in Marketing (Advanced) y Ph.D. in Marketing, The University of Queensland, Business School, Australia.
Professor at the UC School of Management.
She was previously a professor at the University of Queensland Business School in Australia.
Her primary research area lies at the intersection of marketing and sustainability. Her research projects focus on promoting sustainable and responsible production and consumption, reducing consumer resistance to sustainability interventions, and exploring ways to facilitate consumers’ adaptation to changes in their consumption routines and practices.
She has contributed to these areas through high-quality research and publications in leading journals, including the Journal of Marketing, Scientific Reports – Nature, Journal of Services Marketing, and Journal of Product and Brand Management. Her research was selected by the Responsible Research for Business and Management (RRBM) network as both rigorous and relevant, contributing to a better society. Her research has also been used as written evidence submitted to the UK Parliament as part of the “Mobilising Action on Climate Change and the Environment” initiative.
In 2023, she was selected by ANID to lead an Iniciación research project. The project focuses on understanding how service ecosystems can be organized to foster sustainable consumption, with particular emphasis on the implementation of Chile’s Extended Producer Responsibility (EPR) law.
She has experience collaborating with large organizations and applying a wide range of qualitative methodologies, including collecting and analyzing large datasets from digital sources such as social media and regulatory documents, as well as conducting interviews and ethnographic studies. Her research has been featured in The Conversation and the World Economic Forum.
She was previously a professor at the University of Queensland Business School in Australia.
Her primary research area lies at the intersection of marketing and sustainability. Her research projects focus on promoting sustainable and responsible production and consumption, reducing consumer resistance to sustainability interventions, and exploring ways to facilitate consumers’ adaptation to changes in their consumption routines and practices.
She has contributed to these areas through high-quality research and publications in leading journals, including the Journal of Marketing, Scientific Reports – Nature, Journal of Services Marketing, and Journal of Product and Brand Management. Her research was selected by the Responsible Research for Business and Management (RRBM) network as both rigorous and relevant, contributing to a better society. Her research has also been used as written evidence submitted to the UK Parliament as part of the “Mobilising Action on Climate Change and the Environment” initiative.
In 2023, she was selected by ANID to lead an Iniciación research project. The project focuses on understanding how service ecosystems can be organized to foster sustainable consumption, with particular emphasis on the implementation of Chile’s Extended Producer Responsibility (EPR) law.
She has experience collaborating with large organizations and applying a wide range of qualitative methodologies, including collecting and analyzing large datasets from digital sources such as social media and regulatory documents, as well as conducting interviews and ethnographic studies. Her research has been featured in The Conversation and the World Economic Forum.