Nina Mesiranta
About me
I work as a University Lecture in marketing. I also hold a title of Docent at University of Vaasa (related to sustainable circular consumption). My research interests include sustainable circular economy, especially from the perspective of consumers.
My profile at researchportal.tuni.fihttps://researchportal.tuni.fi/en/persons/nina-mesiranta
My research groupshttps://research.tuni.fi/wastebusters/https://research.tuni.fi/markkinointi/
Responsibilities
Research and teaching
Fields of expertise
CIrcular economy; Sustainable consumption; Food waste; Clothing consumption; Social media; Qualitative resesarch methods
Project links
Research unit
Research fields
Marketing; Consumer research
Latest publications
Interventions for Circular Consumption: A Review of Food Waste and Clothing Consumption Studies with Insights From Social Practice Theory
Mesiranta, N., Närvänen, E., Vänskä, M., Ainasoja, M., Mattila, M., Laitala, K., Samsioe, E., Haugsrud, I., Fuentes, C., Throne-Holst, H. & Tölg, R., Aug 2026, In: Circular Economy and Sustainability. 6, 4, 300.Research output: Contribution to journal › Review Article › peer-review
‘We Need to Play With the Same Rules as Others’: Circular Fashion Start-Ups and the Emerging Logic of Circularity
Kaivonen, I., Mesiranta, N. & Närvänen, E., Jan 2026, In: Business Strategy and the Environment. 35, 1, p. 424-437 14 p.Research output: Contribution to journal › Article › Scientific › peer-review
Circular Consumption Practices as Matters of Care
Mesiranta, N., Mattila, M., Koskinen, O. & Närvänen, E., 2025, In: Journal of Business Ethics. 200, p. 13-30Research output: Contribution to journal › Article › Scientific › peer-review
Impact of food waste-related course attendance on students’ food waste reduction behaviours and knowledge: a case study from Indonesia
Sitompul, C., Gunawan, T., Mesiranta, N., Närvänen, E. & Octavia, J. R., 2025, In: International Journal of Sustainability in Higher Education. 26, 9, p. 36-54 19 p.Research output: Contribution to journal › Article › Scientific › peer-review
Reducing bread surplus and waste at the bakery-retail interface in three European countries
Mesiranta, N., Mattila, M., Eriksson, M., Blasi, E., Sjölund, A., Bartek, L., Pietrangeli, R., Nasso, M., Cicatiello, C., Sulankivi, S. & Närvänen, E., Dec 2025, In: Cleaner waste systems. 12, 7 p., 100433.Research output: Contribution to journal › Article › Scientific › peer-review
The power of prevention and valorisation – Environmental impacts of reducing surplus and waste of bakery products at retail
Bartek, L., Sjölund, A., Brancoli, P., Cicatiello, C., Mesiranta, N., Närvänen, E., Scherhaufer, S., Strid, I. & Eriksson, M., May 2025, In: Sustainable Production and Consumption. 55, p. 51-62 12 p.Research output: Contribution to journal › Article › Scientific › peer-review
“I Do What I Do to Drive Change”: The Social-Symbolic Work of Sustainable Fashion Influencers
Kaivonen, I., Mesiranta, N. & Närvänen, E., 2024, In: Fashion Theory - Journal of Dress Body and Culture. 28, 1, p. 85-115Research output: Contribution to journal › Article › Scientific › peer-review
Examining consumer food waste through grocery retailers’ customer data: Segments and practical implications
Närvänen, E., Mesiranta, N., Saarijärvi, H. & Nevalainen, J., Jul 2023, In: International Journal of Consumer Studies. 47, 4, p. 1273-1290Research output: Contribution to journal › Article › Scientific › peer-review
The assembling of circular consumption: A sociomaterial practice approach
Närvänen, E., Fuentes, C. & Mesiranta, N., 2023, The Routledge Handbook of Catalysts for a Sustainable Circular Economy. Lehtimäki, H., Aarikka-Stenroos, L., Jokinen, A. & Jokinen, P. (eds.). Routledge, p. 535-549Research output: Chapter in Book/Report/Conference proceeding › Chapter › Scientific › peer-review
Framings of Food Waste: How Food System Stakeholders Are Responsibilized in Public Policy Debate
Mesiranta, N., Närvänen, E. & Mattila, M., 2022, In: Journal of Public Policy and Marketing. 41, 2, p. 144-161 18 p.Research output: Contribution to journal › Article › Scientific › peer-review