Miia Grenman
D.Sc. (Econ. & Bus. Adm.)
Markkinointi, Jyväskylän yliopiston kauppakorkeakoulu miia.grenman@utu.fi +358 41 502 3293 Rehtorinpellonkatu 3 Turku ORCID identifier: https://orcid.org/0000-0003-3599-3121 |
Areas of expertise
Transformative consumer research (TCR); consumer well-being; positive psychology; eudaimonic well-being; flourishing; meaning; good everyday life; wellness consumption and practices; wellness branding; Gen Z
Transformative consumer research (TCR); consumer well-being; positive psychology; eudaimonic well-being; flourishing; meaning; good everyday life; wellness consumption and practices; wellness branding; Gen Z
Biography
D. Sc. (Econ. & Bus.
Adm.), Marketing, Turku School of Economics (2019)
M. Sc. (Econ. & Bus.
Adm.), Marketing, Turku School of Economics (2008)
BBA, International marketing, Turku Polytechnic (2004)
Research
I work as a postdoctoral researcher at the University of Jyväskylä (JSBE) in Academy of Finland's funded interdisciplinary and multi-year research project: Biodiversity Respectful Leadership (BIODIFUL). My research focuses on biodiversity-respectful flourishing life and Gen Z as future consumers and leaders.
I am also involved in Kone Foundation's funded three-year interdisciplinary and -artistic research project: Elonkirjon äänettömät (ELÄÄ).
Publications 
1 of 2
- Rethinking the good life amid the ecological crisis: The interplay between eco‐anxiety, nature connection and well‐being (2025)
- People and Nature
(A1 Refereed original research article in a scientific journal) - Generation Z's perceptions of a good life beyond consumerism: Insights from the United States and Finland (2024)
- International Journal of Consumer Studies
(A1 Refereed original research article in a scientific journal) - Akateeminen historia, kulttuuriperintö ja tieteellinen tutkimus elävän ja elämyksellisen kaupunkikulttuurin voimavarana (2023)
- Yhdyskuntasuunnittelu
(A1 Refereed original research article in a scientific journal) - Conceptualizing nature-based science tourism: a case study of Seili Island, Finland (2023)
- Journal of Sustainable Tourism
(A1 Refereed original research article in a scientific journal) - Planetaariset rajat: Kirjallisuuskatsaus kulutuksen ja biodiversiteetin välisistä yhteyksistä (2023)
- Kulutustutkimus.Nyt
(A2 Refereed review article in a scientific journal ) - Wellness Among Gen Zs in Western and Eastern Cultures During COVID-19 (2023) Advances in Advertising Research : Communicating, Designing and Consuming Authenticity and Narrative Grénman Miia, Hakala Ulla, Mueller Barbara, Chan Kara
(A3 Refereed book chapter or chapter in a compilation book) - Akateeminen kulttuuriperintö ja tiede ovat elävän ja elämyksellisen kaupunkikulttuurin voimavara (2021) Räikkönen Juulia, Grénman Miia
(D4 Published development or research report or study ) - Emotion Tracking: Possibilities for Measuring Emotional Consumer Experiences (2020) Emotional, Sensory, and Social Dimensions of Consumer Buying Behavior Juulia Räikkönen, Miia Grénman
(A3 Refereed book chapter or chapter in a compilation book) - Advancing environmental sustainability through nature-based science tourism: The potential of universities (2019)
- Matkailututkimus
(A2 Refereed review article in a scientific journal ) - Aiming at one’s best self – Wellness as a new means for self-branding (2019) 48th EMAC Annual conference: Proceedings Ulla Hakala, Miia Grénman, Barbara Mueller
(A4 Refereed article in a conference publication ) - In quest of the optimal self : wellness consumption and lifestyle – a superficial marketing fad or a powerful means for transforming and branding oneself? (2019) Grénman Miia
(G5 Article dissertation ) - Optimaalista itseä etsimässä. Wellness-kulutus ja -elämäntyyli – Pinnallinen markkinointikikka vai merkityksellinen henkilökohtainen muutosprosessi ja itsensä brändäämisen keino? (2019)
- Kulutustutkimus.Nyt
(B1 Non-refereed article in a scientific journal) - Wellness branding: insights into how American and Finnish consumers use wellness as a means of self-branding (2019)
- Journal of Product and Brand Management
(A1 Refereed original research article in a scientific journal) - Measuring emotions in consumer experiences with the self-tracking method (2018) Juulia Räikkönen, Miia Grénman
(Other publication) - Mikä opiskelijoita liikuttaa? – Liikunnan merkitykset ja niiden yhteys koettuun hyvinvointiin ja liikunnan määrään (2018)
- Liikunta ja tiede
(A1 Refereed original research article in a scientific journal) - Science Tourism as a Form of Wildlife Tourism (2018) Juulia Räikkönen, Miia Grénman, Ilari Sääksjärvi
(Other publication) - Branded wellness – Cultural and generational differences in perception of wellness-related products and services (2017) Ulla Hakala, Miia Grénman, Barbara Mueller
(Other publication) - Branding the legacy of ‘The Flying Finn’ (2017)
- Journal of Olympic History
(A1 Refereed original research article in a scientific journal) - Taking the first step – From physical inactivity towards a healthier lifestyle through leisure walking (2017) The Routledge International Handbook of Walking Miia Grénman, Juulia Räikkönen
(A3 Refereed book chapter or chapter in a compilation book) - The Experience Economy Logic in the Wellness Tourism Industry (2017) Co-Creation and Well-Being in Tourism Juulia Räikkönen, Miia Grénman
(A3 Refereed book chapter or chapter in a compilation book)
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