Hanna Leipämaa-Leskinen

Associate Professor (tenure track)

D.Sc. (Econ.)
School of Marketing and Communication, Marketing
+358 29 449 8496
Wolffintie 32, 65200 Vaasa
Tervahovi A322
Office Hours:
Wed 12-14
  • Programme manager

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Current positions

Programme manager for Master's Degree Programme in Marketing Management

Member of the board of Kulutustutkimuksen seura

Debuty member of the board of the School of Marketing and Communication

Member of the education council in the University of Vaasa


Kulttuurinen kuluttajamarkkinointi

Digitaalinen markkinointi ja viestintä

Master thesis supervising

Visiting lectures



My research is situated in the fields of consumer research (Consumer Culture Theory) and marketing. My works have focused on mundane consumption situations and especially on exploring the challenges that consumers face in consumption situations; for example what kinds of contradictions and paradoxes are involved in food consumption and how consumers navigate in between sustainable and not-so-sustainable consumption choices. Moreover, I am interested in discussing the ethical boundaries of consumption, for example how poor consumers are included/excluded in the consumer society.

This kind of culture-based understanding of consumption and the everyday dilemmas that consumers deal with is essential in developing  consumer-driven marketing decisions. Currently, I am studying local food systems and how consumers take new roles in creating and maintaining them.

Research projects

Me, My Health and My Food, 1.4.2022-31.12.2023, Business Finland

Most recent journal publications:


  • Leipämaa-Leskinen, Hanna, Elina Närvänen & Hannu Makkonen (2022). The rise of collaborative engagement platforms. European Journal of Marketing, 56(13): 26-49. https://doi.org/10.1108/EJM-11-2020-0798
  • Leipämaa-Leskinen, Hanna, Henna  Syrjälä, Hannele Kauppinen-Räisänen & Minna-Maarit Jaskari (2020). Saunascape in the Nexus of Socio-Material Sauna Bathing Practices. In G. Patsiaouras, J. Fitchett and AJ Earley (Eds.), Consumer Culture Theory Conference 2020: Interrogating Social Imaginaries, pp. 147-149. Leicester, United Kingdom.
  • Alhonnoro, Lotta, Hanna Leipämaa-Leskinen & Henna Syrjälä (2020). Distributed agency in food waste: A focus on non-human actors in retail setting. In: Närvänen Elina et al. (Eds.) Food waste management: Solving the wicked problem, pp. 141-167. Palgrave Macmillan.
  • Leipämaa-Leskinen, Hanna, Henna Syrjälä & Pirjo Laaksonen (2018). Pride: Silenced Pride in Scarce Consumption. In Syrjälä H. and Leipämaa-Leskinen H. (eds), Seven Deadly Sins in Consumption, Cheltenham, UK: Edward Elgar Publishing Limited.
  • Syrjälä, Henna and Hanna Leipämaa-Leskinen (2018). Seven Deadly Sins in Consumption. Cheltenham, UK: Edward Elgar Publishing Limited. https://www.e-elgar.com/shop/seven-deadly-sins-in-consumption
  • Leipämaa-Leskinen, Hanna, Henna Syrjälä & Minna-Maarit Jaskari (2018). A semiotic analysis on cultural meanings of eating horsemeat. Qualitative Market Research.
  • Turunen, Linda Lisa Maria, Hanna Leipämaa-Leskinen and Jenniina Sihvonen (2018). Restructuring second-hand fashion from the consumption perspective. In Ryding D. et al. (eds) Secondhand Luxury and Vintage Fashion: A Global Perspective, pp. 11?28. Cham: Palgrave Pivot.
  • Syrjälä, Henna, Minna-Maarit Jaskari & Hanna Leipämaa-Leskinen (2016 forthcoming). Object agency of a living/non-living entity: Illustrations from a case of horse/horsemeat. Research in Consumer Behavior: Consumer Culture Theory, co-edited by Russell Belk et al. (selected among the best papers of the conference)
  • Leipämaa-Leskinen, Hanna, Henna Syrjälä & Pirjo Laaksonen (2016). Conceptualizing non-voluntary anti-consumption: a practice-based study on market resistance in poor circumstances. Journal of Consumer Culture, 16(1), 255-278. In media: HS, Yle
  • Jaskari Minna-Maarit, Hanna Leipämaa-Leskinen & Henna Syrjälä (2015). Revealing the paradoxes of horsemeat ? The challenges of marketing horsemeat in Finland. The Nordic Journal of Business, 64(2), 86?102.
  • Syrjälä, Henna, Hanna Leipämaa-Leskinen & Pirjo Laaksonen (2015). Social needs in Finnish young adults' mundane consumption. Young Consumers 16(3), 301?315.
  • Turunen, Linda Lisa Maria & Hanna Leipämaa-Leskinen (2015). Pre-loved luxury: identifying the meanings of second-hand luxury possessions. Journal of Product and Brand Management, 24(1), 57-65.
  • Syrjälä, Henna, Hanna Leipämaa-Leskinen & Pirjo Laaksonen (2014). Money talks: Reproducing deprivation and empowerment in poverty through discursive practices. Research in Consumer Behavior: Consumer Culture Theory. Edited by Russel Belk, John Schouten and Diane Martin. (selected among the best papers of the conference)
  • Leipämaa-Leskinen, Hanna & Inka Leino (2013). Vastuullisuuden poikkeavat kategoriat kosmetiikan kuluttamisessa ? Epäonnistumiset, oikeutukset ja perustelut. Kulutustutkimus.NYT, 1?2, 80?95.
  • Leipämaa-Leskinen, Hanna, Jyrinki Henna & Laaksonen Pirjo (2012). The necessity consumption practices by young adults in Finland. Young Consumers, 13 (2), 188?198.

Publications and expert tasks

» SoleCRIS Research Database