Professor Dr. Hugo Guyader

Biography

Hugo Guyader is an Associate Professor at Linköping University. His research focuses on collaborative consumption, the development of green services, and sustainable consumer behavior. Using qualitative methods such as surveys, experiments, interviews, and ethnography, he collects data relating to eco-consciousness and sustainability marketing. Guyader investigates practices within peer-to-peer (P2P) platforms, especially concerning shared mobility services and ridesharing. His work highlights how advances in information communications technologies (ICT) facilitate the sharing economy, allowing individuals to monetize underutilized possessions and connect with one another conveniently. The focus of his research is on changing consumer behavior as a key to sustainability challenges, which cannot be addressed by greener technology alone. He also conducts eye-tracking experiments in retail settings to understand how retailers can influence eco-friendly shopping behavior and consumer purchase intentions.

Research Interests

Courses