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Essi Vesterinen Vaasan yliopiston kampuksella marmoriportin ääressä

Dissertation 13.10.2025

Happiness is not found in fast fashion – reducing consumption improves body image and well-being

According to a doctoral dissertation at the University of Vaasa, appealing to personal well-being is a more effective way to reduce clothing consumption than invoking environmental concerns. Essi Vesterinen's research in marketing reveals that extending the lifespan of clothes is linked to better subjective well-being and a more positive body image.

Dissertation 03.10.2025

Energy flexibility is reshaping Finland’s electricity market

The future of the electricity market may depend less on big power plants and more on everyday choices made at home. Nayeem Rahman’s dissertation at the University of Vaasa shows how consumers are gaining influence through energy flexibility, with direct implications for sustainability and costs.

Hanna Leipämaa-Leskinen Vaasan yliopisto

News 23.06.2025

Deceptive practices and online manipulation under scrutiny – Research Council of Finland awards nearly €590,000 to the University of Vaasa’s MisLead project

Online consumer deception is increasing rapidly. What kinds of tactics are used to mislead or manipulate consumers in digital environments – especially when shopping online for fast fashion? These questions are addressed in the multidisciplinary research project MisLead, coordinated by the University of Vaasa.

Henna Syrjälä - Vaasan yliopiston Vuoden tiedeviestijä 2025

News 19.03.2025

Associate Professor Henna Syrjälä awarded the University of Vaasa Science Communication Award

The University of Vaasa has named Henna Syrjälä, Associate Professor of Marketing, as the recipient of the University of Vaasa Science Communication Award. In addition, the university has granted two honorary mentions for outstanding science communication to Ari Salminen, Professor Emeritus of Public Management, and Maciej Mikulski, Professor of Energy Technology. The awards were presented at the Research Exhibition on Energy, organised by the University of Vaasa on Wednesday, 19 March. The event was part of Vaasa EnergyWeek.

News 25.02.2025

Good and bad vegetarian food

There are strong images - both admiration and irritation - associated with the popularisation of vegetarianism and the use of meat substitutes. How can vegetarian food become more socially acceptable and find its way onto the tables of more and more of us?

News 03.02.2025

A New Perspective on Well-being - Consumer Agency in Immersive Service

Catharina von Koskull, Associate Professor in Marketing at the University of Vaasa together with her co-authors Professor Laurie Anderson (Arizona State University), Professor Martin Mende (Arizona State University), Professor Johanna Gummerus (Hanken/CERS) has published the article: “Immersive Service: Characteristics, Challenges, and Pathways to Consumer Agency” in Journal of Marketing, the most prestigious international journal in the field of marketing research.

News 29.11.2024

Vaasa strongly involved in supporting green transition in the Nordics

The goal of the Nordic countries is to become the world's most sustainable and integrated region by 2030. This goal is supported by the Nordic Grand Solutions program, which offers solutions to the significant energy challenges that Nordic societies and companies face in the green transition. The green transition and carbon neutrality create a need for joint Nordic research and knowledge sharing in order to take advantage of the opportunities in the field of sustainable energy. Vaasa is involved in two projects funded by the Nordic Grand Solutions program and is thus strongly involved in supporting the green transition in the Nordics.

Henna Syrjälä, Hanna Leipämaa-Leskinen ja Tiia Alkkiomäki

22.11.2024

Don't believe everything - Black Friday fast fashion deals put more pressure on consumers

The best Black Friday offers from fast fashion chains are popping up on the screen one after the other well before the actual shopping day. Even if you don't really need anything, it feels stupid not to buy. After all, you can get the product at a good price. And if you don't need it now, maybe later?

News 17.06.2024

University of Vaasa and VTT lead ambitious partnership to build reusable packaging systems in Finland

The University of Vaasa and VTT have initiated an extensive research project, in collaboration with 21 stakeholder organizations, to pioneer the development of reusable packaging systems in Finland. This initiative, aimed at accelerating packaging reuse, could potentially tap into an export market of 1.45 billion euro by 2035.

17.06.2024

Finnish Sauna – superfood for the soul

A sauna is not just a room or a building where you go to warm yourself or to wash. It is a holistic experience for all senses, guided by deeply rooted customs and ritualistic practices.

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