Elin Nilsson, PhD is a researcher in consumer behavior and marketing at Umeå School of Business, Economics and Statistics, Umeå University. Her main research interest is in retail, store selection, digital interaction and consumer behavior. Her internationally award-winning doctoral dissertation touched on what influences consumers' choice of grocery stores and how different situations affect choices. In her postdoctoral fellowship from the Swedish Trade Council, she focused on how online interaction (such as gamification and social media) affects consumers' buying behavior. Elin's research also includes digital servicescape, service dominant logic and co-creation.
Her ongoing research projects are: "Technical solutions to facilitate consumers' visualization of products in stores", "The physical stores of the future", "The future of sustainable milk production for cows, farmers and consumers in Norrland" and "Consumer behavior and antibiotic resistance: a sustainability issue".
Elin has published in scientific journals such as: Journal of Services Marketing, Frontiers in Sustainable Food Systems, The International Review of Retail, Distribution and Consumer Research, Service Marketing Quaterly and the International Journal of Retail and Distribution Management. In 2022 she received USBE´s scientific award.
Elin has been appointed excellent teacher and has extensive experience of being a moderator and lecturing and holding workshops for students as well as companies and other stakeholders. She is passionate about retail and has a solid knowledge of the industry, consumer behavior and digital interaction.