Behavioural biases in the adoption of bio-based innovations in the forest sector
Application period: 11 June – 10 August, 2026
Research project description
The bioeconomy relies on the successful market adoption of bio-based products and processes with reduced environmental impacts. Despite their sustainability potential, many bio-based innovations face low or uneven acceptance by consumers and other end users, and the behavioural mechanisms behind this remain insufficiently understood.
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 behavioural biases, such as status quo bias, loss aversion, ambiguity aversion, and familiarity bias, and to analyse how they differ across innovation types and user contexts. The research aims to generate insights that support firms and policymakers in designing effective communication strategies and interventions to promote the diffusion of bio-based innovations in the forest sector.
Academic background and skills of the applicant
An ideal candidate holds a master’s degree in business administration, marketing, cognitive sciences, innovation studies, or a closely related field. The candidate is expected to have a strong interest in behavioural economics, consumer behaviour, sustainability transitions, and innovation studies, as well as a commitment to high-quality research with societal and industry relevance. The candidate should be willing to complement their existing expertise with knowledge in business studies, forest sciences, the bioeconomy, or other relevant research fields. An interdisciplinary or multidisciplinary research mindset is highly valued. The selected candidate must also fulfil the language skills requirements of the Doctoral Programme of the Faculty of Social Sciences and Business Studies at UEF (see the https://www.uef.fi/en/degree-programme/doctoral-programme-of-the-faculty-of-social-sciences-and-business-studies (Eligibility and admission criteria)).
The successful candidate demonstrates a proactive and collaborative attitude, enjoys working as part of a team, and is motivated to engage with industry representatives and other stakeholders in the bioeconomy sector. Willingness to participate in research popularisation activities is considered an advantage. The ability and willingness to undertake research periods abroad with international or non-academic partner organisations are also regarded as assets.
Doctoral programme and research group
Doctoral education in the University of Eastern Finland is arranged in seven discipline specific or thematic doctoral programmes. This research project will be located in the Doctoral Programme of the Faculty of Social Sciences and Business Studies, and the submitting department is the UEF Business School.
The doctoral candidate will join the Marketing and Consumer Behavior Research Group which examines consumer behavior and business success factors in the marketplace. The research themes cover issues arising from a range of factors including product and service innovations, sustainability, bioeconomy, e-commerce, digital technology, data analytics, sensory marketing, brands, international markets, and entrepreneurial behavior.
Partners / Secondments
Wageningen University & Research, hosted by Dr. Emiel Wubben
Other interdisciplinary, international and/or intersectoral collaboration
Intersectoral and interdisciplinary collaboration is strengthened through DP-FOBI’s three summer schools involving academic supervisors, non-academic partners, and other stakeholders, enabling hands-on interaction and knowledge exchange.