Sandra Castro González

Sandra Castro González is an Associate Professor in the Department of Business Administration at the University of Santiago de Compostela's Faculty of Economic and Business Sciences. She also maintains academic connections with the Catholic University Center of Vitória - UCV. Her research focuses on consumer behavior, corporate social responsibility, brand management, and financial literacy, with a particular emphasis on sustainable business practices and educational approaches in business management.

Her research interests span corporate social responsibility from both consumer and sales force perspectives, brand engagement through online activities, fair trade consumer behavior, and financial literacy across different demographic groups. She has developed innovative approaches to business education, including service-learning methodologies and gamification techniques for corporate training. Her work often examines the emotional and psychological factors influencing consumer decisions, particularly regarding sustainable and ethical consumption.

Analysis of her publication trends reveals a strong focus on consumer behavior in sustainable contexts, with increasing attention to digital marketing channels and educational applications. Her research bridges theoretical marketing concepts with practical business applications, particularly in the Spanish and European contexts. She frequently collaborates with researchers like Belén Bande Vilela and Lucía Rey Ares on interdisciplinary projects examining the intersection of ethics, sustainability, and consumer behavior.

Dr. Castro González has made significant contributions to business education through her publications on pedagogical approaches including service-learning in business management, the use of podcasts as teaching tools, and gamification in corporate training. Her doctoral thesis on corporate social responsibility from the sales force perspective established a foundation for her ongoing research in ethical business practices.