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

News 04.05.2026

Consumers want to know what they eat – Local food networks support sustainable consumption

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

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Research projects

Project	Duration	Actors
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
2026	Obeying the rules at home, playing the status game at school	Hermannsdottir, Audur; Luomala, Harri; Leipamaa-Leskinen, Hanna
2026	Resolving the meat paradox: the role of animal-related meanings in the adoption of plant-based diets	Kauppinen-Räisänen, Hannele; Leipämaa-Leskinen, Hanna; Sorvari, Katariina; Rantanen, Veera-Iiris
2026	Conceptual fragmentation in marketing science: insights from the value co-creation literature	Makkonen, Hannu; Aspara, Jaakko; Kaartemo, Valtteri; Mäntymäki, Matti; Paavilainen-Mäntymäki, Eriikka
2026	Bringing in the citizen: Stakeholder participation in co-production processes of sustainable housing	Ahtosalo, Hanna; Harju, Charlotta; Kylkilahti, Eliisa; Lukkarinen, Jani; Lähtinen, Katja; Syrjälä, Henna
2026	From Priming Modalities to Educational AI Chatbot Engagement: A Study of 67 Learners	Xuan, Trang; Salminen, Joni; Kaate, Ilkka; Ahmed, Farhan; Amin, Danial; Patil, Rajat; Jung, Soon-Gyo; Azem, Jinan Y.; Jansen, Bernard J.
2026	Special Issue: Power in business relationships: a systems thinking perspective	Siemieniako, Dariusz; Makkonen, Hannu; Mitręga, Maciej
2026	(Un)doing Markets: Inter-Field Dynamics, Collective Action and the Emergence of Music Streaming	Yngfalk, Carl; Fyrberg Yngfalk, Anna; Skålén, Per
2026	From proposed to realized narrative: tracing the application of service-dominant logic’s foundational premises as theory travelling	Makkonen, Hannu; Mäntymäki, Matti; Aspara, Jaakko; Kaartemo, Valtteri
2026	Advancing conceptual clarity in marketing science: Delineating process and systems perspectives on value co-creation	Makkonen, Hannu; Aspara, Jaakko; Grönroos, Christian; Mäntymäki, Matti
2026	A systems perspective on power in business relationships and networks under geopolitical, technological, and ESG pressures: Editorial for the special issue	Siemieniako, Dariusz; Makkonen, Hannu; Mitręga, Maciej

Research group leaders

Research group members

Petra Berg

Researcher

School of Marketing and Communication / Marketing

petra.berg [at] uwasa.fi

+358294498600

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Päivi Borisov

University Teacher

School of Marketing and Communication / Marketing

paivi.borisov [at] uwasa.fi

+358294498191

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Van Bui

Doctoral Student

School of Marketing and Communication / Marketing

van.bui [at] uwasa.fi

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Mona Enell-Nilsson

Research Director

School of Marketing and Communication / Marketing

mona.enell-nilsson [at] uwasa.fi

+358294498400

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Tiia Glad

Project Researcher

School of Marketing and Communication / Marketing

tiia.glad [at] uwasa.fi

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Eero Halmelinna

Researcher

School of Marketing and Communication / Marketing

eero.halmelinna [at] uwasa.fi

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Doctoral students

Huma Bano Adeel
Ibrar Ahmad
Farhan Ahmed
Hanna Ahtosalo
Anni Airaksinen
Raquel Alonso Miranda
Danial Amin
Joel Anderssén
Ann-Sofi Backgren
Päivi Borisov
Van Bui Thanh
Angelica Fabillar
Laura Forsman
Tiia Glad
Javeria Hameed
Audur Hermannsdóttir
Mari Huhtamäki
Murad Idrisov
Maija Kantola
Suzi Kimura

Tiina Kuiri
Niklas Kurki
Roosa-Maaria Malila
Ilmee Mim
Tamara Minina
Marko Mäki
Rihab Oubaidah
Rajat Rewaram Patil
Evianna Pehkonen
Kim Ribacka
Anna-Mari Rimppi
Tiina Shen
Katariina Sorvari
Elina Tikkanen
Jussi Tornberg
Riia Vidgren
Duy Vo
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.