Aims and scope

ELPIS (Enabling the potentials of green growth) is a research project funded by the Academy of Finland 2016-2020. It is a joint research consortium by three universities, Jyväskylä University School of Business and EconomicsUniversity of Helsinki Ruralia institute and Jyväskylä University Centre for Interdisciplinary Brain Research (CIBR). In Greek mythology,  Elpis is the personification and spirit of hope.

The project consists of four working packages (WPs):

WP1 examines stigma removal that takes place through a new market-category building for organic farming. We utilize longitudinal media data and analysis combines discourse analysis with statistical analysis.

WP2 approaches destigmatization of fresh-water fish products as an elite-striven fashionalization utilizing food blog material, chef-interviews and consumer panel data.

WP3 is a case study examining a market co-optation process of car sharing business utilizing longitudinal media data (1988-2015) and  interviews in car industry.

WP4 examines the role of social influence on individuals to predict when and how attitudinal and behavioral changes relevant to destigmatization of proenvironmental behaviour occur using both MEG (magnetoencephalography) and fMRI (functional magnetic resonance imaging) experiments.