Elina Närvänen

I am Professor of Services and Retailing at Tampere University and Docent of Consumer Behavior and Consumer Research at University of Jyväskylä. My research profile is interdisciplinary, and I focus especially on interpretive approaches to consumer and service research. I mainly use qualitative research methods to investigate topics including food waste and the circular economy from the perspectives of consumption and business, customer and consumption communities as part of marketing, and branding in services and retailing fields. I am the leader of Wastebusters research group at the Faculty of Management and Business.

Marketing, service research, sustainable consumption and circular economy, consumer behavior, consumption and customer communities, brand management, qualitative research methods (interviews, ethnography and netnography, narrative research, frame analysis)

PhD thesis of the year award by University of Tampere and School of Management 2014; Prima doctor title in Doctoral promotion, 2018

Editor-in-Chief, Qualitative Market Research: An International Journal

Editorial Review Board Member, European Journal of Marketing  

Editorial Review Board Member, International Journal of Consumer Studies

Sustainable consumption, circular economy, consumption communities, consumption practices, branding