Mario R. Paredes

• Ph.D.
• Professor at IPADE Business School

This study analyses the role of greenfluencers—social media influencers promoting environmental sustainability—in motivating intention to engage in climate action. By drawing on organizational research and integrating the concept of inspirational leadership, this research introduces the novel concept of inspirational green leadership to describe th...

Las actividades de marketing juegan un papel fundamental para el desarrollo del objeto social de una organización, la obtención de ingresos operacionales y la creación de valor. Tales actividades tienen un claro trasfondo financiero, pues implican inversiones que posteriormente se pueden ver reflejadas en crecimiento de las ventas, de manera que, a...

This research develops a theoretical model of the effect of social cynicism as a personality trait on trust in green clothing brands. We conducted an online survey of a representative Australian sample to test the hypothesized relationships. Our findings confirmed that social cynicism affected green brand trust negatively and that this effect can b...

Tourism in a post-pandemic era will likely be oriented toward nature because contact with nature has restorative health benefits. The purpose of this study was to analyze the antecedents of tourists’ intentions to visit nature-based resorts during a pandemic. A nationally representative sample of the Spanish population (n = 500) was recruited by an...

The objective of this study was to investigate the relationship between influencer worship and consumers' self-connection with the brands promoted by the influencer in social media contexts. Data from 698 active social media users who follow influencers were collected to test the conceptual framework. The findings support the positive link between...

This study analyzes the degree to which conspicuous consumption motives, environmental concern, perceived consumer effectiveness, trust in sustainable clothing brands, and perceived greenwashing trigger the purchase of sustainable clothing. The theoretical framework was tested with a representative online sample of the Australian population (N = 60...

This study explores student’s role in higher education (HE) in terms of Service-Dominant logic and value co-creation. Traditionally, students have been designated as HE customers through the metaphor “students-as-customers.” This study challenges this notion by highlighting the limitations of this view, which is mainly based on HE institutions’ tra...

This study proposes a novel theoretical model on the negative effect of the perceived cognitive threat and fear of COVID-19 on full board hotel booking intentions, which includes the moderating effects of perceived coping efficacy and present-hedonism orientation. The model was tested with a representative online sample (N = 400) of the Spanish pop...

Mindfulness has recently been identified as an antecedent of proenvironmental behavior. This study aims to consolidate and expand recent research findings by suggesting that mindfulness is associated with proenvironmental behavior through cognitive reappraisal and climate change awareness. Our findings showed that mindfulness correlated with proenv...

El crowdfunding es una práctica que representa importantes oportunidades para organizaciones y emprendedores, pues les permite acceder a financiación de su proyecto por parte de terceros, en condiciones más favorables y personalizadas que las tradicionales. Recientemente, se ha estudiado su potencial para ser considerada además como una herramienta...

The purpose of this study is to explore the process through which institutional trust influences individuals’ vaccination intentions for a coronavirus vaccine. We collected data from a national representative sample of the Spanish population (N = 500) from an online research panel to test the proposed conceptual model. Results revealed a positive a...

This study addresses the underlying mechanisms explaining the growing demand for pet fashion. While the literature suggests pet attachment as an antecedent of pet product purchase it is still not clear how this effect relates to pet anthropomorphism, self-expansion through the pet, and attachment in human relationships. To address these gaps, we pr...

The COVID-19 pandemic has potentially a serious impact on many people's mental well-being. This study analyses the influence of the perceived threat of COVID-19 on subjective mental well-being with an online survey (n = 711). Findings confirmed the hypothesized model that provides a process explanation for this effect through the mediating influenc...

The present study analyzes the influence of a restaurant’s symbolic design on photo-posting behavior on Instagram. Data from 272 consumers who had visited a restaurant for dinner were used to test the proposed conceptual framework. Results confirmed a positive influence of a restaurant’s symbolic design on consumers’ photo-posting behavior, mediate...

Este artículo analiza la reciente evolución de la aplicación teórico-práctica de las neurociencias del consumidor. Al especificar algunos hitos de la disciplina como la apropiación del término «neuromarketing», las primeras publicaciones en journals académicos, hasta la creciente proliferación del uso de neurociencias para resolver problemas de mar...

The co-creation process has emerged as a new form of value creation, changing the paradigm and thinking about collaboration, in which the interactions with other actors are beyond the firm's boundaries (de Oliveira & Cortimiglia, 2017). Purpose and research questions The purpose of this study is describe the process of value co-creation among entre...

The role of higher education (HE) in the development of societies is an unquestionable fact, and its management has traditionally been a major concern of governments. Lately, there has been worldwide debate on whether universities should adopt traditional management practices as applied in any business sector. This paper questions the adoption of t...

This study describes the process of value co-creation between platform-based start-ups and investors in terms of operant and operand resources exchange. A qualitative research is conducting throughout semi-structured interviews to Spanish startups that have been funded in the last three years, in order to identify the key resources, actors and inte...

This study describes the process of value co-creation between platform-based start-ups and investors in terms of operant and operand resources exchange. A qualitative research is conducting throughout semi-structured interviews to Spanish start-ups that have been funded in the last three years, in order to identify the key resources, actors and int...

Purpose Based on service-dominant logic (SDL) and related perspectives, which suggest that value is co-created through the integration of resources, the purpose of this study is to propose a model which considers two value co-creation sources: firm resources, in the form of process electronic-service quality (ESQ) and outcome ESQ, and consumer reso...

This paper provides the first comprehensive review of peer-reviewed journal articles on Local Agenda 21 processes worldwide between 1992 (Rio Summit) and 2012 (Rio+20 Summit). An in-depth analysis is carried out on 90 articles selected from an initial sample of 420, in order to determine their profile in terms of time, geography, authors' field and...

Recent service perspectives (represented by service–dominant logic, service logic and service science; henceforth, service-logics) provide a mindset for understanding value co-creation as a mutual service process in which firms and customers integrate their resources. The idea that customer and firm resources should be jointly considered to properl...