Doctoral Researcher in the MSCA Cofund DP-FOBI Doctoral Programme, Marketing

Research theme: Behavioural biases in the adoption of bio-based innovations in the forest sector

The University of Eastern Finland invites applications for a Doctoral Researcher position (4 years) in the Marie Skłodowska-Curie Actions COFUND . The position is based on Joensuu campus, and it is expected to begin no later than 1 April 2027. Applications must be submitted no later than 10 August 2026.

Description of the research theme

This doctoral research examines how behavioural biases influence the adoption of bio-based innovations, including substitute products, new bio-based processes, new products, and innovations requiring new user behaviour. Building on behavioural economics and innovation adoption research, the project focuses on decision-making under novelty, where consumers rely on heuristics and behavioural biases that may hinder the evaluation and uptake of unfamiliar bio-based solutions. The main objective is to identify key behavio...