Fábio Shimabukuro Sandes is an Assistant Professor of Marketing at Universidade Lusófona and he has complete his Ph.D. in 2020 in Marketing at Fundação Getulio Vargas EAESP, a Brazilian leading business school with triple-crown international accreditation (AACSB, EFMD, AMBA). Fabio also holds a MSc in Marketing at the same school. He was a visiting Ph.D. student at Fordham University in New York during his thesis research.He has worked as a Marketing practitioner for 15 years, working in multinational companies like The LYCRA® company and Vicunha Textiles, consolidating an executive career in the fashion industry. He has published papers in international peer-reviewed journals and presented papers in the most relevant international conferences in Marketing, such as EMAC, ACR, SCP, and AMA. He is a consumer behavior researcher and uses both qualitative and quantitative research methods. He is particularly interested in online consumer behavior and sustainable consumption practices. Due to his background in the Fashion industry, Fabio is also working with advancing the knowledge of the role of Marketing in this market.