Members

About me

I am Professor of Services and Retailing at Tampere University and Docent of Consumer Behavior and Consumer Research at University of Jyväskylä. My research profile is interdisciplinary, and I focus especially on interpretive approaches to consumer and service research. I mainly use qualitative research methods to investigate topics including food waste and the circular economy from the perspectives of consumption and business, customer and consumption communities as part of marketing, and branding in services and retailing fields. I am the leader of Wastebusters research group at the Faculty of Management and Business.

Field of expertise

Marketing, service research, sustainable consumption and circular economy, consumer behavior, consumption and customer communities, brand management, qualitative research methods (interviews, ethnography and netnography, narrative research, frame analysis)

Research topics

Sustainable consumption, circular economy, consumption communities, consumption practices, branding

Research unit

Business Studies

About me

I have a doctoral degree in business studie and hold the title of Adjunct Professor (Digital and Sustainable Business) in LUT University, Finland.

I work at the Faculty of Management and Business as Senior Lecturer and Academic Director of the international Master's Degree Programme in Leadership for Change. 

In my research, I combine themes from, e.g., strategic management, strategic marketing, sustainability, and (new) technology business. I am to promote the development of more sustainable business solutions and practices in society.

I am one of the founding members of the Wastebusters research group. We investigate "wicked" sustainability challenges like food waste and other topics related to circular economy. We coorcinate European Union funded (2024-2027) CARE reserch project, which facilitates households in the transition to a circular economy in five European countries (Finland, Norway, Sweden, Germany, and Estonia). We are also involved in the CIRCEX project (2024-2027), which investigates human experiences related to the circular economy, the LOWINFOOD project (2020-2025), focused on food waste reduction and related innovations, and the IN2FOOD project (2021-2024) where we collaborate with Indonesian university partners to create and develop interdisciplinary course related to food waste management.

About me

My research takes a consumer perspective on the circular economy. I study how skills and practices for circular consumption are shared and learned in consumer collectives such as repair cafés and social media communities. In addition to my doctoral dissertation, I have experience from working in different research projects related to social media, sustainable fashion and harmful online marketing of unhealthy foods to children.

Responsibilities

I have the pleasure of working as a member of the Customer Oriented Marketing research group and the Wastebusters research group at Tampere University. With Wastebusters we have worked on a project called Waste Matters: Change agents' engagement in circular economy transformation, where we looked at circular startups and social media influencers in sustainable fashion. In addition, I have worked in the EPELI project, where we identified national guidelines for the regulation of marketing unhealthy foods to children.

Besides research, I assist teaching on bachelor level courses in the marketing study programme. I took part in launching the Digital commerce study module (Digitaalisen kaupan opintokokonaisuus), which is organised together with the Finnish Commerce Federation and five Finnish universities. 

In addition, I have worked as a conference coordinator for the Nordic Retail and Wholesale Conference (NRWC) 2022 organised at Tampere University.

Field of expertise

Circular economy, waste reduction, anti-consumption, sustainable consumption, netnography, interpretative consumer research, qualitative methods

Research unit

Customer oriented marketing research group

Research topics

My PhD project explores meat consumption reduction with a sociocultural approach focused on routine consumption practices in everyday life. I'm particularly interested in how meat consumption is discussed in commercial public discourse as well as how the multiplicity and even controversy of meat consumption and its reduction emerges in consumers' daily life. The broader aim of my PhD project is to contribute to increasing the understanding of more sustainable lifestyles and forms of well-being within planetary limits.