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Iina Ikonen (1991) is a PhD student at the Marketing Department of the Vrije Universiteit Amsterdam. She holds a MSc from the Stockholm School of Economics. Her research interests are in the field of consumer behavior, especially how design influences consumer perceptions and purchase decisions. Iina’s PhD project focuses on the effectiveness of health claims for different consumer groups. Before joining academia, Iina worked with media analytics and marketing consulting for the financial industry.


Using product packaging to stimulate healthy choices

As consumers all around the world are increasingly suffering from obesity, research has started emerging to find out how the food industry could use health claims in product packaging to drive healthier purchase decisions. These studies, however, have not looked at how different contexts influence the effectiveness of these health claims. Furthermore, the studies have not specifically taken into account the groups most prone to unhealthy consumption, i.e. less health-conscious consumers. Iina’s research aims to find out the circumstances in which health claims are most effective, and can best be used to drive healthy consumption within different consumer groups – specifically the ones more at risk of issues related to unhealthy consumption.


Consumer Marketing (MSc Marketing)

Cross-Cultural Marketing (BSc International Business Administration)

Master Thesis Supervision (MSc Marketing)

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