Hugo Guyader

Hugo Guyader is an Associate Professor in Business Administration at Linköping University's Department of Management and Engineering (IEI). His research focuses on collaborative consumption, sustainability marketing, and green services. He holds a PhD and has conducted extensive ethnographic studies on ridesharing and P2P platforms. His work explores the intersection of consumer behavior, sustainable practices, and service ecosystems.

Research Interests:

• Collaborative Consumption
• Sharing Economy
• Sustainability Marketing
• Green Service Innovation
• Consumer Behavior in Circular Economies

Teaching: Hugo teaches marketing, consumer behavior, and research methods at undergraduate and graduate levels, integrating his research into classroom activities. Notable courses include Advanced Consumer Marketing and Fundamental Marketing.

Grants & Projects: He leads the STIGMA project addressing product remanufacturing barriers. Collaborates with industry on circular economy initiatives. Authored/co-authored textbooks like Marketing & Sustainability (2020).

Labs/Teams: Active in the Department's sustainable consumption research groups, advising PhD students like Brenda Nansubuga and Tanvir Ahmed.