Harri Luomala


School of Marketing and Communication, Marketing
+358 29 449 8461
Wolffintie 34, 65200 Vaasa
Ankkuri 1. floor

Background and research interests

I am a Professor investigating consumer behavior at the School of Marketing and Communication, University of Vaasa. My research concern food marketing and consumption; interrelationships between values, emotions, motives and taste evaluations; market-driven product development; cross-cultural variation; product, brand and servicescape perception; tailored health and sustainability interventions; prosocial status signaling. I work in close collaboration with food industry as this position is mainly externally funded.


I supervise Master and PhD Thesis students. I am also a faculty member of the Consumer Marketing PhD-course and give visiting lectures on Food Consumption and Marketing at the Applied University of Seinäjoki.

Research projects

Succesful co-reformulation of healthier food products in South Ostrobothnia, 2020-2022, Business Finland

Globally competitive processing technologies for meat alternatives, 2020-2022, Business Finland

Circular business from reusable packaging for fast moving consumer goods, 2021-2023, Business Finland

Me, My Health and My Food, 2021-2023, Business Finland

Responsible and sustainable Food Province, 2023-2025, Regional Council of South Ostrobothnia

Recent publications

View my publications on Google Scholar

Joelsson, T., Syrjälä, H., Mäkilä, T., & Luomala, H.T. (2023). Geek cuisine: Extending the narrative of a junk food gamer. Games and Culture 18, 1071-1094.

Kantola, M., Kara, A., Lahti-Koski, M., & Luomala, H.T. (2023). The effect of nutrition effect type and consumer characteristics on the identification of healthy foods in Finland. Journal of International Food & Agribusiness, https://doi.org/10.1080/08974438.2023.2267048

Luomala, H.T., Järvinen, S., Peltola, J., Pennanen, K., & Sihvonen, J. (2023). Priming shoppers' well-being goal in grocery stores: Moving toward healthier food choices? Food Quality and Preference, https://doi.org/10.1016/j.foodqual.2023.104882.

Matilainen, A., Luomala, H.T., Lähdesmäki, M., Viitaharju, L. & Kurki, S. (2023). Resenting the hunters, but appreciating the prey: Identifying moose meat consumer segments. Human Dimensions of Wildlife 29, 30-47.

Pennanen, K., Malila, R., & Luomala, H.T. (2024). Is it me or others who matter? The interplay between consumer values vis-a-vis status and group affiliation needs as shapers of meat alternative interest. Appetite, https://doi.org/10.1016/j.appet.2023.107114

Rahman, S., Chwialkowska, A., Hussain, N., Bhatti, W.A. & Luomala, H.T. (2023). Cross?cultural perspective on sustainable consumption: Implications for consumer motivations and promotion. Environment, Development and Sustainability 25(2), 997-1016.