His research interests include Sustainable Consumption, Consumer Behavior, and Strategic Marketing. He coordinates the E-CO-LETIVA applied project (https://bit.ly/3SBxNxC), conducting activities to promote and disseminate responsible consumption and production practices (SDG12). His research has been published in relevant journals such as the Journal of the Academy of Marketing Science and the Journal of Service Research. He works as a Reviewer for a number of journals and is currently a regional Editor for the Spanish Journal of Marketing (Emerald) since July 2022.