I study how gender, sexuality, food, fashion, cultural heritage, spirituality, and religion are affected by market forces. My work looks at collective marketing devices (trade fairs, fashion weeks, territorial brands, geographical indications) and their role in market and consumption evolution. My research is published in leading journals such as Journal of Marketing, Journal of Business Ethics, Journal of Business Research, and Consumption Markets & Culture. I work with communities, NGOs, and governments to design impactful sustainable development initiatives through projects funded by the EU or other authorities. I’m a member of the steering committee for the inscription of the Alpine Food Heritage in the UNESCO’s Representative List of the Intangible Cultural Heritage of Humanity.