Doctoral researcher in marketing at the Jyväskylä University School of Business and Economics, focusing on sustainable consumption, sustainable marketing, and young consumers. My work combines perspectives from marketing, education, and economic sociology to investigate how adolescents conceptualise sustainability, how they identify with sustainable consumer profiles, and how they perceive responsible marketing and business practices.
My research examines how young people in Finland understand sustainable consumption, sustainable marketing, and responsible business. I focus on how they define these concepts, identify with sustainable consumers, and view credible sustainability communication.
