Sofia Christidi

I am a marketing lecturer at the University of South Wales.

My research focuses on how consumers navigate uncertainty within disrupted marketplaces. My work explores responses to systemic crises such as the Greek economic crisis, professional identity shifts in the face of AI and the ambivalent role of food in relationships between adult children and their parents. Across these areas, I consider how people make sense of instability; how they negotiate who they are and how they relate to others through consumption when familiar economic and social systems change. My work has been published in the European Journal of Marketing and presented at conferences such as Advances in Consumer Research and Consumer Culture Theory.