In my research in Marketing at the division of Business Administration at Linköping University, I am interested in collaborative consumption, the development of green services, and sustainable consumer behavior. I use innovative research methods (e.g. eye tracking, netnography), as well as traditional case studies and surveys.
Guyader, H. and Piscicelli, L. (2019) Business model diversification in the sharing economy: The case of GoMore. Journal of Cleaner Production, Vol. 215C (April 2019), pp. 1059-1069.
Guyader, H. et al. (2019) Identifying the resource integration processes of Green Service. Journal of Service Management (EarlyCite), https://doi.org/10.1108/….
Guyader, H. (2018) No one rides for free! Three styles of collaborative consumption. Journal of Services Marketing, Vol. 32(6), pp. 692-714.
Guyader, H. (2018) Racial discrimination and the sharing economy — what does the research tell us? Shareable [online]. Available at: https://www.shareable.ne…;
Guyader, H. et al. (2017). You can’t buy what you can’t see: Retailer practices to increase the green premium. Journal of Retailing and Consumer Services, Vol. 34 (January), pp. 319-325.
Guyader, H. (2016) Sweden takes progressive steps towards on-demand taxi services. Ouishare [online]. Available at: https://www.ouishare.net…
Guyader, H. (2016) Presenting the OuiShare Research Network. Sustainable Consumption Research and Action Initiative (SCORAI), [online]. Available at: http://scorai.org/news/p…