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Roosa Luukkonen

Grant Holder, Doctoral Research

About me

I am a doctoral researcher in the field of marketing and I started my doctoral studies in 2021. My interests lie in various consumption related phenomenona, focusing on sustainability. In my doctoral thesis I study collective consumption in the circular economy. So far I have conducted research on topics such as consumption reduction, circular startups and social media influencers in sustainable fashion, and social media marketing of unhealthy food to children.


I have the pleasure of working as a member of the Customer Oriented Marketing research group and Wastebusters research group at Tampere University. Our latest project is called Waste Matters: Change agents' engagement in circular economy transformation, where we look at circular startups and social media influencers in sustainable fashion. In addition, I have worked in the EPELI project (2020-2021), where we identified national guidelines for the regulation of marketing unhealthy food 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 on November 8-10. 

Currently I am on a research visit at Utrecht University in the Netherlands. I am visiting the Innovation Studies research group at the Copernicus Institute of Sustainable Development.

Fields of expertise

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

Research unit

Customer oriented marketing research group

Selected publications

Luukkonen, R., Närvänen E. & Becker L. (2022). Consumer collectives in circular economy: A systematic literature review. Conference presentation. Nordic Academy of Management Conference 2022.

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. 

Sutinen, U., Kaivonen, I., Luukkonen, R. & Närvänen, E. (2021). Unhealthy Food Marketing to Children and Youth: Shifting from Offline to Online. Conference presentation. Global Macromarketing Conference 2021.

Mesiranta, N., Närvänen, E. & Luukkonen, R. (2022). Aligning sustainable fashion consumption with social media influencing: A practice theory approach. Conference presentation. Symposium of the International Research Network on Sustainable Fashion Consumption 2022. 

Luukkonen, R. (2020). Kulutuksen vähentämisen tavat kestävässä kuluttamisessa. Kulutustutkimus.Nyt [Finnish Journal of Consumer Research], 14(1-2), 31–49.