Responsible Consumer Marketing

Our mission is to help citizen-consumers, business, society and the globe to flourish. We value inter-disciplinary collaboration for its innovation potential. We combine theoretical ideas from business studies, natural science and social inquiry to holistically understand real-life phenomena. This approach enables fruitful partnering with scholarly ambitious research projects.

Topically, we tackle, for instance, consumers’ senso-emotional experiences with foods, and the adoption of sustainable and well-being-promoting solutions such as personalized health services. Methodologically, we favour quantitative techniques ranging from online surveys to field experiments. We seek to publish our research results in prestigious academic journals. To maximize the impact, we favour cross-field co-writing processes.

We invite new talents to join our team. With us, they will grow into professional researchers who can find a career in academia, industry, or the public sector. We embrace energetic, witty, independent, and courageous people who want to make a difference. We offer a smooth landing to our down-to-earth team and provide socio-emotional support from day one. We guide students on their every step and turn on the path toward their PhD degree. We strive to engage students with funded projects delivering high-quality data for their dissertations.

In our program, doctoral students can tackle a broad array of pressing challenges, including: 

• What factors influence citizens’ willingness to adopt reusable fast-moving consumer goods packages?
• How can individual’s well-being be harnessed to encourage consumption curtailment?
• How can sustainable food consumption choices such as favouring meat alternatives be socio-culturally destigmatized and mainstreamed?

Our research guides organizations in the planning and execution of actions promoting sustainable consumption. We help companies and non-profit actors to design consumer-driven products and services, gain market insights, build persuasive brands, and develop marketing tools encouraging societal welfare and green transition. Continuous collaboration with diverse food, technology and packaging value chain partners across Europe sets us apart as a research service-provider. We aspire to support our partners to thrive at the forefront of innovations and new business. 

The research program is led by Professor Harri Luomala.

Contact Information
Email: harri.luomala@uwasa.fi