Johan Jansson


Johan Jansson is a professor of business administration specialization marketing at Umeå School of Business, Economics and Statistics at Umeå University. His research concerns, among other things, what motives and goals consumers have and in what way these relate to attitudes and feelings regarding different types of sustainable consumption. This also includes how intentions and behaviors are colored by individuals’ own and others' norms. Another focus is on how consumers perceive and embrace so-called eco-innovations, such as electric cars and electric scooters. He also investigates how marketing and digitalization can affect the willingness to reduce individuals environmental impact, for example by using public transport instead of driving a car. Johan Jansson has previously worked at the University of Cape Town, South Africa and the Lund University School of Economics and Management.

During the period 2018-2019, Johan Jansson led a K2 project entitled: Public transport and marketing: Experimental studies on the influence of multiple motives. During the period 2020-2022, he participates in the project Communication of public transport in the digital age: The impact of digitalization on different traveler groups' attitudes, travel behaviors, and satisfaction.