معرفی
Camilo Peña is an Assistant Professor in Management Marketing, Business & Society at the University of Bath's School of Management, affiliated with the Centre for Business, Organisations and Society (CBOS). He holds a PhD from the University of British Columbia, specializing in sustainable wine production and consumption through ethnographic and mixed-methods research.
His research focuses on socio-cultural dynamics in ambiguous markets like wine, fashion, and art, examining how consumers negotiate aesthetic, economic, and moral values. Key themes include sustainability co-optation, consumer movements, and expertise-driven market dynamics. Interdisciplinary in approach, he uses qualitative and quantitative methods to analyze consumption/production practices and corporate narratives.
Recent work includes critiques of wine-making practices, analysis of LVMH's environmental narratives, and exploration of digital luxury trends (metaverse, NFTs). His 2022 Wiley Top Cited Article highlights methodological contributions to reflexivity in social sciences. Current projects involve sustainable wine tourism, artification processes in luxury brands, and hybrid business models in fashion.
Peña collaborates internationally, contributing to UN SDGs related to responsible consumption and climate action. His lab affiliations include CBOS, where he supervises doctoral students exploring retail experience design, corporate sustainability reporting, and sensory marketing strategies.
