Roosa Luukkonen

My research takes a consumer perspective on the circular economy. I study how skills and practices for circular consumption are shared and learned in consumer collectives such as repair cafés and social media communities. In addition to my doctoral dissertation, I have experience from working in different research projects related to social media, sustainable fashion and harmful online marketing of unhealthy foods to children.

I have the pleasure of working as a member of the Customer Oriented Marketing research group and the Wastebusters research group at Tampere University. With Wastebusters we have worked on a project called Waste Matters: Change agents' engagement in circular economy transformation, where we looked at circular startups and social media influencers in sustainable fashion. In addition, I have worked in the EPELI project, where we identified national guidelines for the regulation of marketing unhealthy foods to children.

Besides research, I assist teaching on bachelor level courses in the marketing study programme. I took part in launching the Digital commerce study module (Digitaalisen kaupan opintokokonaisuus), which is organised together with the Finnish Commerce Federation and five Finnish universities. 

In addition, I have worked as a conference coordinator for the Nordic Retail and Wholesale Conference (NRWC) 2022 organised at Tampere University.

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

Luukkonen, R., Närvänen E. & Becker L. (2024), Consumer collectives in the circular economy: A systematic review and research agenda, Sustainable Production and Consumption, ahead-of-print. https://doi.org/10.1016/j.spc.2024.01.006 

Sutinen, U.-M., Luukkonen, R. and Närvänen, E. (2023), “Tag a person who loves candy” – sociocultural approach to unhealthy food marketing to adolescents in social media, Young Consumers, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/YC-04-2023-1726 

Mesiranta, N., Närvänen, E., Luukkonen, R. & Kaivonen, I. (2021). Social Media Influencers Educating Consumers on Sustainable Fashion. NA - Advances in Consumer Research Volume 49, eds. Bradford T.W., Keinan A., and Thomson, M. Duluth, MN: Association for Consumer Research, 87–90. https://www.acrwebsite.org/volumes/3000782/volumes/v49/NA-49