Roosa Luukkonen

I am a doctoral researcher in marketing with an interest in consumption phenomena, culture, and sustainability. In my dissertation, I study consumer collectives that advance the circular economy, such as repair cafés and social media communities. These groups facilitate the sharing of materials and resources, create inspiring meanings around circular solutions, and teach consumers skills such as repairing and maintenance. Thus, they create a social change towards circularity. My expertise focuses particularly on interdisciplinary circular economy research, qualitative social media research methods, and developing deep consumer insights.

I have the pleasure of working as a member of both the Customer Oriented Marketing research group and the Wastebusters research group at Tampere University. 

Within Wastebusters, I have contributed to the Waste Matters: Change Agents’ Engagement in Circular Economy Transformation project, where we examined circular startups and social media influencers in sustainable fashion. I have also been involved in the EPELI project, which identified national guidelines for regulating the marketing of unhealthy foods to children.

In addition to research, I teach on bachelor-level courses in the marketing programme. I also took part in launching the Digital Commerce study module (Digitaalisen kaupan opintokokonaisuus), organised in collaboration with the Finnish Commerce Federation and five Finnish universities.

Furthermore, I have worked as the conference coordinator for the Nordic Retail and Wholesale Conference (NRWC) 2022, hosted at Tampere University.

Circular economy, consumer collectives, waste reduction, anti-consumption, sustainable consumption, netnography, interpretative consumer research, qualitative methods