معرفی
Ines Kaivonen is a Researcher at the Business Studies Unit within the Faculty of Management and Business at Tampere University, Finland. Her work focuses on sustainable business practices, particularly in the fashion and food industries, contributing to the university's strong research profile in circular economy and sustainable business models.
Her research interests include:
- Sustainable Fashion and Circular Economy
- Food Waste Management and Value Propositions
- Consumer Behavior and Sustainable Consumption
- Marketing Ethics, Particularly Regarding Children and Youth
Kaivonen's publication record demonstrates a clear trajectory examining how businesses, particularly start-ups, navigate sustainability challenges. Her work analyzes the sociocultural framing approaches used by circular fashion start-ups and food waste businesses to communicate value propositions. The research shows how sustainable fashion influencers perform social-symbolic work to drive consumer change, and how food waste start-ups employ specific frames (Salvation, Thrift, Innovation, and Normalisation) to legitimize their business models.
Her research has practical implications for businesses developing sustainable practices, policymakers creating regulations around marketing and sustainability, and consumers making informed choices about sustainable products. The work contributes significantly to understanding how new business models emerge in sustainability-focused markets and how sociocultural contexts shape value creation in circular economy initiatives.
