Marketing and Consumption Research

About the research group

We are an ambitious, dynamic and supportive community of marketing and consumption research scholars united by our commitment to excellence and diversity. Our strength lies in our multifaceted approaches, embracing various research areas, methodologies, and analytical perspectives to address today's most pressing marketing challenges.

Our mission is to promote long-term business success while creating positive social and environmental sustainability through innovative cutting edge marketing research that benefits consumers, businesses, and society at large.

Latest updates

Nainen lajittelemassa vaatteita kierrätykseen

Media release 03.02.2026

VTT, the University of Vaasa and Finnish companies are developing a new user-friendly collection solution for used clothing

Olohuone, jossa on puisia huonekaluja ja harmaa nojatuoli

News 09.12.2025

University of Vaasa involved in developing circular solutions for the European furniture industry

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

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Public lectures and courses

4.3.2026

Guest lecture Professor Eusebio Scornavacca: Digital Ecosystems and Climate Change

Vaasa

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Research projects

Project	Duration	Actors
Organizing REKO	08/2023 - 07/2026	Marketing and Consumption Research, Marketing and Communication
Twin Revolution	04/2022 - 07/2024	Marketing and Communication, Marketing and Consumption Research
4everPack - Circular business from reusable packaking for fast moving consumer goods	08/2021 - 07/2023	Marketing and Consumption Research, Marketing and Communication
Citizens as agents of change in decarbonizing suburban and rural housing (DECARBON-HOME)	10/2020 - 09/2026	Marketing and Communication, Marketing and Consumption Research, Communication studies
Co-development of healthier reformulated successful food products in South-Ostrobothnia (orig. Terveellisemmäksi reformuloitujen menestysruokatuotteiden yhteiskehittäminen Etelä-Pohjanmaalla)	04/2020 - 03/2022	Marketing and Consumption Research, Marketing and Communication
FLEXIMAR, Novel marketplace for energy flexibility	04/2019 - 12/2020	Smart electric systems, VEBIC, Marketing and Consumption Research
SolarX – Maximizing PV integration capacity in energy and power systems	01/2019 - 04/2022	Smart electric systems, VEBIC, Marketing and Consumption Research, Technology and Innovations

Publications

Publication year	Publication	Authors
2025	Manual for conducting reality checks on human cyber security vulnerabilities in the Nordic electricity based digitalized energy system	Turtola, Linda; Berg, Petra; Negi, Mansi; Eltahawy, Bahaa; Karimi, Mazaher; Barnholt-Klepper, Karina; Berlijn, Sonja Monica
2025	Challenges in Renewable Energy Supply Chains: Strategies for a Sustainable Energy Future Authors	Rahman, Saleem ur; Shakeel, Shah Rukh
2025	When bits enter just transitions: data and energy justice in digitalised energy futures	Shakeel, Shah Rukh; Lacey-Barnacle, Max; Juntunen, Jouni K.; Smith, Adrian
2025	Contextualizing policy mixes – A configurational study on rapid transitions	Juntunen, Jouni K.; Shakeel, Shah Rukh
2025	Socio-material construction of public saunas as third places	Leipämaa-Leskinen, Hanna; Syrjälä, Henna; Kauppinen-Räisänen, Hannele; Jaskari, Minna-Maarit
2025	Generative AI personas considered harmful? Putting forth twenty challenges of algorithmic user representation in human-computer interaction	Amin, Danial; Salminen, Joni; Jansen, Bernard J.; Shin, Joongi; Kim, Dae Hyun
2025	QRPATH: Evaluating QR Codes as an Alternative to Human Observation in Physical Space Wayfinding Studies	Ahmed, Nema; Elhag, Wafa; Rafiq, Huda; Mulundika, Azma; Schmid, André; Gueye, Fatou; Sharqawi, Esra'a; Jung, Soon-Gyo; Salminen, Joni; Jansen, Bernard
2025	“Using a Computer for the First Time, So I Feel It's Hard”: A Qualitative Analysis of Usability Pain Points for Blue-and White-Collar Users in an 86-Participant User Study	Jansen, Bernard J.; Azem, Jinan; Salminen, Joni
2025	The Tussle Between Brain Waves and Hairstyles: A Case Study of Usability Challenges with an Entry-Level EEG Device for Female Participants	Almerekhi, Hind; Salminen, Joni; Jansen, Bernard
2025	“A glimpse into the AI”: exploring the effect of consumers’ chatbot interaction experience on brand attachment and advocacy with the moderating role of AI skepticism	Kbaier, Eya; Salminen, Joni; Jansen, Bernard J.

Research group leaders

Research group members

Tiia Alkkiomäki

Doctoral Researcher

School of Marketing and Communication / Marketing

tiia.alkkiomaki [at] uwasa.fi

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Danial Amin

Doctoral Researcher

School of Marketing and Communication / Marketing

danial.amin [at] uwasa.fi

+358294498638

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Joel Anderssen

Doctoral Researcher

School of Marketing and Communication / Marketing

joel.anderssen [at] uwasa.fi

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Anne-Kristiina Arvola

Project Researcher

School of Marketing and Communication / Marketing

annekristiina.arvola [at] uwasa.fi

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Angelos Balatsas Lekkas

Postdoctoral Researcher

School of Marketing and Communication / Marketing

angelos.balatsas.lekkas [at] uwasa.fi

+358294498692

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Anu Bask

Professor

School of Marketing and Communication / Marketing

anu.bask [at] uwasa.fi

+358294498360

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Doctoral students

Ibrar Ahmad
Farhan Ahmed
Hanna Ahtosalo
Tiia Alkkiomäki
Danial Amin
Joel Anderssén
Ann-Sofi Backgren
Päivi Borisov
Angelica Fabillar
Laura Forsman
Audur Hermannsdóttir
Mari Huhtamäki
Maija Kantola
Suzi Kimura
Niklas Kurki
Roosa-Maaria Malila

Ilmee Mim
Tamara Minina
Rihab Oubaidah
Rajat Rewaram Patil
Evianna Pehkonen
Mizanur Rahman
Nayeem Rahman
Anna-Mari Rimppi
Tiina Shen
Katariina Sorvari
Elina Tikkanen
Essi Vesterinen
Leena Viitaharju
Tiia Vuorinen
Thi Thu Trang Xuan
Emiliia Zemskova

Join our research community

For academic and business collaborators

We are experts in collaborating on interdisciplinary projects where we combine deep market and consumer insight within networked business knowledge to create novel contributions and transformative marketing solutions that address strategic marketing and societal challenges from a systemic perspective. Our research reveals how consumers' everyday practices and choices, rooted in socio-technical and historical frames, connect with the offerings of various business partners, and how this collaboration can lead to value-creating outcomes.

Our research group is led by Associate Professor Henna Syrjälä.

For potential doctoral students

We invite doctoral candidates who are passionate about redefining markets and shaping the future of sustainability.

We offer:

Close mentorship from experienced and committed supervisors
A pedagogically constructed path towards doctoral defense
The possibility to engage in collaborative and multi-disciplinary research projects
The development of both theoretical expertise and practical problem-solving skills
A supportive community committed to academic excellence

Professor Catharina von Koskull acts as a contact person for potential doctoral students.