Sustainable Business


The Sustainable Business (SB) Research Group belongs to JSBE’s focus area in Responsible Business. The main research themes of the group are in the fields of Corporate Environmental Management and Sustainable Marketing and Consumption. Researches examine environmental, social and economic sustainability in different organizations, sustainable marketing practices, various forms of sustainable consumer behavior. The group is led by Professor Outi Uusitalo and co-leader is Professor Hanna-Leena Pesonen. The group consists of two streams:

1. Corporate Environmental Management

Corporate Environmental Management field provides an integrated and interdisciplinary approach to environmental issues in business. Our research interests include organizational transition towards sustainability, circular economy and bio-economy, sustainable strategies and business models, sustainable production and consumption, stakeholder relations in sustainable business as well as material flow management. The members of our group have participated in the work of several international research groups (e.g. at UC Berkeley, UCLA or Bocconi University) with partners from research institutions, the public sector and businesses. We have close contacts to a large number of international research institutions both in Finland and abroad.

Research Output

Our field’s members have published their research results in high-quality journals such as Journal of Cleaner Production, Business Strategy and the Environment, Sustainable Development, Journal of Business Ethics, Energy Policy, Progress in Industrial Ecology, Technological Forecasting and Social Change, International Journal of Life Cycle Assessment or Transportation Research Part D: Transport and Environment.

2. Sustainable Marketing and Consumption

Sustainable marketing and consumption field focuses on marketing and consumer research especially relating to sustainable consumption and responsible marketing. Studies aim at adding to knowledge in the areas of consumer behavior and consumption studies, services research and other relevant fields in marketing. Topics of interest include, for example, the following:

  • consumers’ sustainable and pro-environmental behaviors
  • consumer financial capability and financial vulnerability from the perspective of responsibility
  • sustainable consumption environments, places and spaces
  • sustainability in virtual consumption environments and the digital world
  • design for value and sustainability
  • sustainable consumption and marketing in public policies

Research Output

The members of the Sustainable Marketing and Consumption research field have published in journals like: Journal of Consumer Behaviour, Journal of Consumer Culture, Journal of Consumer Affairs, International Journal of Consumer Studies, Journal of Marketing Management, Journal of Product and Brand Management, International Journal of Bank Marketing, Journal of Financial Services Marketing.

Group Members and Collaborators

  • Baumeister Stefan (Postdoctoral researcher)
  • Cheng, Hong (Doctoral student)
  • Hämäläinen Sari (Doctoral student)
  • Heiskanen Jukka (Doctoral student)
  • Herranen, Tanja (Doctoral student)
  • Horáková, Julie (Doctoral student)
  • Kamran, Sohail (Ph.D.)
  • Kauppinen-Räisänen, Hannele (Postdoctoral researcher, University of Vaasa)
  • Kemppainen, Tiina (Doctoral student)
  • Korhonen, Virpi (Researcher, Sense n Insight)
  • Kuhmonen Irene (Doctoral student)
  • Luukkanen Laura (Doctoral student)
  • Marjanen, Heli (Professor, University of Turku)
  • Näyhä Annukka (Postdoctoral researcher)
  • Nyrhinen, Jussi (Doctoral student)
  • Onkila Tiina (Senior researcher)
  • Pecoraro, Maria (Ph.D.)
  • Pesonen Hanna-Leena (Professor)
  • Raijas, Anu (Head of Research, Finnish Competition and Consumer Authority)
  • Sabour, Nadia (Doctoral student)
  • Salo Esko (Doctoral student)
  • Sarna Bhavesh (Doctoral student)
  • Siltaoja Marjo (Senior researcher)
  • Skippari, Mika (Postdoctoral researcher)
  • Suikkanen Johanna (Doctoral student)
  • Uusitalo, Outi (Professor)
  • Väisänen Hanna-Maija (Doctoral student)
  • Valtonen, Anu (Professor, University of Lapland)
  • Wilska, Terhi-Anna (Professor, University of Jyväskylä, Department of Sociology)


Kamran, Sohail: The Marketplace Vulnerability of Low-income Unbanked Consumers. A Developing Country Perspective. JYU Dissertations 3/ 2018.

Vaskelainen, Taneli: The Emergence of the Sharing Economy Industry. Insights from the German Carsharing Industry. JYU Dissertations 1/2018.

Ulvila, Kukka-Maaria: "Good for nature - good for you"? Values and sustainable food consumption - promoting sustainably produced food products to Finnish consumers. Jyväskylä Studies in Business and Economics 188 / 2018.

Ruggiero, Salvatore: People power: the role of civil society in renewable energy production. Jyväskylä Studies in Business and Economics 183 / 2018. 

Baumeister, Stefan: An Eco-Label for the Airline Industry: Instrument for Behavioral Change? Jyväskylä Studies in Business and Economics 178 / 2017.

Pecoraro, Maria: Eettinen kuluttaminen kulutuskulttuurissa. Jyväskylä studies in business and economics 171 / 2016.

Research projects

  • Red Queen Effect: Strategies for an Innovative Landscape. FiDiPro -project; in collaboration with Aalto University. Funded by Finnish Funding Agency for Technology and Innovation (TEKES) and private companies. 2015-2017
  • DIGI 50+ Mature consumers and sustainable value creation. Funded by Finnish Funding Agency for Technology and Innovation (TEKES), 2015-2016.
  • Rural stores as user interfaces for private and public services. European Agricultural Fund for Rural Development (EAFRD), 2013-2014.
  • MainGreen: In collaboration with University of Vaasa, University of Helsinki Ruralia Institute, Funding: Academy of Finland, 2012-2016.
  • DemaNET: Dematerialization and Sustainable Competitiveness through New Models of Industrial Networking. Partners: VTT Research, Lappeenranta University of Technology, École Polytechnique of Montreal,  TUM Business School at the Technical University of Munich and companies, Funding: Tekes, 2012-2014.
  • Actors, channels and practices for young people in promoting financial capability (TOKATA); collaboration with The National Consumer Research Center. Funded by Finnish Funding Agency for Technology and Innovation (TEKES), 2011-2012.
  • WINCSR: Feasibility and utilisation of corporate responsibility information in anticipatory decision making. Partners: Finland Futures Research Centre at the University of Turku and companies, Funding: Tekes and The Finnish Work Environment Fund, 2010-2013.
  • Prospects of speciality retail until 2020. Consumers' expectations and service business models. (ERIKA 2020); Finnish Funding Agency for Technology and Innovation (TEKES), 2010-2012.
  • Business Concepts and Profitability of Heat Entrepreneurship, Funding: Finnish Centre of Knowledge in Energy Technology, 2010.
  • FoodChain CSR: In collaboration with Agrifood Finland, National Consumer Research Centre and companies, Funding: Tekes, 2009-2011.
  • Value of packaging as a source for competitive advantage (PAKKI); Finnish Funding Agency for Technology and Innovation (TEKES), 2009–2010.
  • City center as a multifaceted space (KAUTAS); Finnish Funding Agency for Technology and Innovation (TEKES) 2009.
  • Distribution Network for Biogas as Traffic Fuel in Central Finland, Funding: Finnish Centre of Knowledge in Energy Technology, 2009.

Supporting Organizations / Funding

Our research partners on the business side include e.g. Andritz Oy, Benet Oy, Fazer Oy, Finnair Oyj, Fortum Oyj, HK Scan Oyj, Kemira Oyj, LocalTapiola Group, Metso Oyj, Raisio Oyj, S Group, and a large number of SMEs from Central Finland. Our funding partners include, among others, Academy of Finland, Finnish Funding Agency for Technology and Innovation (TEKES), European Agricultural Fund for Rural Development (EAFRD), The Finnish Work Environment Fund and the Finnish Centre of Knowledge in Energy Technology.