Associate Professor of Marketing, University of the Balearic Islands
Sofía López-Rodríguez is Associate Professor of Marketing at the University of the Balearic Islands. A former member of the marketing faculty at SKEMA Business School (France), Dr. López-Rodríguez has also taught undergraduate and postgraduate programs in Spain, at Carlos III University of Madrid and, in France, at MINES ParisTech, IÉSEG School of Management, and the Institut d'Études Politiques in Lille Sciences Po Lille. She has consulted for the Financial Times on academic content related to corporate responsibility and has participated in and led externally funded national and international research projects.
Her research focuses on corporate social responsibility, green marketing, prosocial behaviour, and sustainable consumption. Building on these interests, she has conducted a series of field experiments examining the effectiveness of behavioral interventions in promoting in-room water conservation practices among hotel guests in coastal destinations. The findings reveal a persistent gap between environmental attitudes and actual water-saving behavior among guests, challenging the impact of widely used conservation messages in hospitality and underscoring the need for evidence-based approaches to prevent greenwashing and promote sustainable water use in tourism. Her work on the limitations of information-based interventions in fostering water-saving behavior has been published in Humanities and Social Sciences Communications (Nature Portfolio).
