School of Marketing and Communication, University of Vaasa, Vaasa, Finland.

D. Sc. Henna Syrjälä works as an assistant professor at the University of Vaasa, Finland. Her research interests revolve around cultural consumer and marketing research, key areas including pet-related consumption, consumption in poverty, responsible consumption, and digitalization, and theoretical discussions such as consumer identity, (non)human agency, and consumer communities. Methodologically, she is experienced in using variety of approaches, although qualitative methods ranging from (auto/n)ethnographic to practice-based research are in the center of her studies. She has published in Journal of Business Research, Journal of Consumer Culture, Consumer Culture Theory: Research in Consumer Behavior, and International Journal of Consumer Studies.