Rethinking sustainability - from Finland to Paderborn
Jyri Hoffrén laughs when asked about his age: "I am 28 years young - at this age, you really can't say that you're old, right?" The doctoral candidate from Finland is a guest at Paderborn University as part of an Erasmus semester to give new impetus to his research into sustainable consumer behaviour.
Born in Kuopio, he is now a researcher at the University of Eastern Finland, lives in Tampere and is using his time in Paderborn to broaden his perspective. Jyri's drive? "I get really excited when I see that I'm talking about topics related to my specialisation and people are genuinely interested in what I'm sharing. It's enough for me if even one person feels positively impacted by something I've said - whether in their studies or motivation."
His path took him from language studies to marketing and advertising to sustainability research - first in the dairy industry, now in the fashion industry. "In my thesis, I aim to provide a comprehensive answer to why people make sustainable choices, as well as what barriers prevent them from doing so," explains Jyri. To do this, he works with the SHIFT theory, which describes five key factors for sustainable behaviour: Social influence, Habit formation, the Individual self, Feelings and cognition, and Tangibility.
Sustainability as a matter close to his heart
It quickly becomes clear that sustainability is not just a research topic for him, but part of his everyday life: "Studying sustainability can be a great journey - not only academically, but also in everyday life. For example, I have found myself buying less clothing and paying more attention to sustainability when making purchases!"
Jyri was also able to apply his passion professionally at an early stage - as a sustainability specialist at the Finnish Consulate General in St. Petersburg, he organised events and made international contacts. His supervisors Tommi Laukkanen and Jani Holopainen have been particularly influential to this day: "They have been a great source of motivation and support in deepening my knowledge and advancing my thesis."
New impetus in Paderborn
He deliberately chose Paderborn for his Erasmus semester: "I saw that the university has made significant investments in sustainability studies in recent years, particularly through the Paderborn Research Centre for Sustainable Economy (PARSEC). It is an inspiring space for researchers to connect and share their work."
In Paderborn, Jyri is affiliated with the Chair of Economics, in particular Sustainability, held by Prof Dr Martin Kesternich, who very much welcomes the international exchange: "International collaborations such as Erasmus+ are enriching for our research. The academic exchange with Jyri brings new perspectives to our work and strengthens our European network."
Jyri herself is also enthusiastic about the atmosphere at the chair and the faculty: "Whenever I have a problem, there are always people willing to help. I feel that I'm not alone, but truly part of this group and community." In the first few weeks, he has made many contacts, explored the city and already collected data for his doctoral dissertation. And even if there are sometimes linguistic stumbling blocks, the dialogue works: "Sometimes there are barriers related to the methodologies and terminology we use, but after a few brief discussions, we always find common ground."
