Henri Weijo

Associate Professor
Associate Professor
E702 Dept. Marketing

Henri Weijo is a consumer culture researcher who specializes in the study of consumer creativity and value creation. He mostly conducts his research in consumer collectives of various organizational and compositional character. 

Full researcher profile


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Kuluttajakäyttäytyminen, Brändit


How Institutional Logics Shape Fairness in Crowdsourcing: The Case of Threadless

Annetta Grant, Henri Weijo, Peter A. Dacin 2023 International Journal of Research in Marketing

Consumer Movements

Henri Weijo 2023 Consumer Culture Theory

Enchantment and perpetual desire

Russell Belk, Henri Weijo, Robert V. Kozinets 2021 Marketing Theory

Consumer Movements and Value Regimes: Fighting Food Waste in Germany by Building Alternative Object Pathways

Johanna Gollnhofer, Henri Weijo, John Schouten 2019 Journal of Consumer Research

Brand community coping

Henri Weijo, Jonathan Bean, Jukka Rintamäki 2019 Journal of Business Research

Consumer Movements and Collective Creativity:The Case of Restaurant Day

Henri Weijo, Diane Martin, Eric Arnould 2018 Journal of Consumer Research

Play at Any Cost: How Cosplayers Produce and Sustain Their Ludic Communal Consumption Experiences

Anastasia Seregina, Henri Weijo 2017 Journal of Consumer Research