J
Johanna Moisander
Researcher at Aalto University
Publications - 62
Citations - 3006
Johanna Moisander is an academic researcher from Aalto University. The author has contributed to research in topics: Marketing management & Marketing research. The author has an hindex of 27, co-authored 59 publications receiving 2705 citations.
Papers
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Motivational complexity of green consumerism
TL;DR: In this paper, a simple model of motivation is used as an analytical tool to analyze the motivation of green consumerism, arguing that as a private lifestyle project of a single individual, "green consumerism" is much too heavy a responsibility to bear.
Book
Qualitative Marketing Research: A Cultural Approach
Johanna Moisander,Anu Valtonen +1 more
TL;DR: In this paper, Qualitative Marketing Research unpacks the emerging cultural approach in the field of marketing and consumer research and provides an interesting and informed study for anyone interested in cultural approaches to economic and social theory.
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Narratives of sustainable ways of living: constructing the self and the other as a green consumer
TL;DR: In this article, the authors investigate the ways in which "green consumers" reject their received subjectivity as consumers and adopt new forms of subjectivity that are more in line with their environmentalist ideology.
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Personal interviews in cultural consumer research – post‐structuralist challenges
TL;DR: In this article, the authors take a post-structuralist perspective on consumer research and discuss the role of personal interviews in cultural analysis, arguing that the underlying research paradigm, existential phenomenology, is not necessarily adequate for cultural analysis because it focuses attention primarily on the individual and the first-person experience.