I am currently a Full Professor in the Department of Marketing at the University of Alicante, where I am also affiliated with the University Institute for Tourism Research and the “Marketing” research group. I hold a Bachelor’s degree in Business Administration from the University of Alicante, a Master’s degree in Applied Economic Analysis from Pompeu Fabra University, and a PhD in Marketing from the University of Alicante. I have two research evaluation periods (“sexenios”) awarded by the CNEAI. My scientific output includes 31 indexed publications, more than 800 citations on Google Scholar, and 51 verified reviews in Web of Science.

I have participated in international, national, and regional research projects, and I have served as Principal Investigator on an emerging project at the University of Alicante. As part of my international career, I have completed research stays in Italy, Argentina, and Ireland, including at the IMT School for Advanced Studies Lucca, the Universidad Católica de Córdoba, and the Dublin Institute of Technology. My research focuses on strategic firm behavior, as well as social marketing and consumer behavior, with publications in leading journals such as Energy Policy, Technology in Society, Journal of Environmental Psychology, Business Strategy and the Environment, Tourism Management Perspectives, Journal of Hospitality and Tourism Management, Journal of Sustainable Tourism, Journal of Travel & Tourism Marketing, Journal of Destination Marketing & Management, Journal of Transport Economics & Policy, British Food Journal, Agribusiness, Journal of Social Marketing y British Journal of Social Psychology.

I co-direct the Laboratory for Consumer Behavior and Neuroscience Analysis (LACCON), equipped with advanced technologies for studying human behavior in contexts related to sustainability and persuasive communication. Internationally, I serve on the Board of Directors of both ESMA and ISMA, and I was Co¿Chair of the 2025 World Social Marketing Conference. I have also received several awards for conference contributions and have developed a strong record of research transfer with public and private organizations, with broad coverage in national and international media outlets.