Carmen Valor Martínez is a Professor in the Marketing Department at the Business School of Comillas Pontifical University (Madrid, Spain). She holds a Ph.D. from the Universidad Complutense de Madrid, an MBA from Universidad Carlos III de Madrid, and an MSc in Business and Community from the University of Bath. Her research focuses on sustainable consumption, innovation adoption, and collaborative consumption, with over 100 publications in top journals like the Journal of Consumer Research and Renewable & Sustainable Energy Reviews. She is the Associate Editor of the International Journal of Consumer Studies. Dr. Valor has led national and international projects, including EU-funded initiatives such as BeFlex and REDREAM, addressing energy flexibility and sustainable markets. She has supervised numerous PhD students in areas like social entrepreneurship and environmental behavior. Her awards include the Best Associate Editors Award (2021) and recognition for research on well-being and sustainable consumption. Education: Ph.D., Universidad Complutense de Madrid; MBA, Universidad Carlos III de Madrid; MSc, University of Bath. Research Interests: Emotions in innovation adoption, sustainable brands, and cultural analysis of markets. Leadership: Editor of International Journal of Consumer Studies, member of EU-funded energy transition projects. Her work bridges academia and practice, with contributions to corporate social responsibility, stakeholder engagement, and policy-driven market design. Dr. Valor has also engaged in media dissemination and training programs for companies like CEPSA.





