Jyri Hoffrén
Doctoral Researcher
Researcher in sustainable consumer behavior.
Business School, Faculty of Social Sciences and Business Studies
[email protected] | +358 50 568 9349
In my doctoral dissertation, I specialize in consumers’ green sacrifices, particularly in the field of sustainable fashion. These sacrifices include commitments that extend beyond financial investments, such as giving up comfort, taking responsibility, spending personal time and energy, sacrificing quality and convenience, and foregoing pleasures.
Publications
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Customer Education in Marketing: Implications from Building Artificial Intelligence Knowledge
Holopainen, Jani; Hoffren, Jyri; Rollins, Minna, 2025, Global marketing conference proceeding. Abstract -
My Heart Beats for Green or Does It? The Moderating Effect of Stress on Sustainable Purchases in Online Fashion Stores
Hoffren, Jyri; Holopainen, Jani, 2025, Global marketing conference proceeding. Abstract