Elina Närvänen is University Lecturer of Marketing at the Faculty of Management and Business (MAB), Tampere University, Finland. She is the leader of the Wastebusters research project. Her research has been published in the Journal of Cleaner Production, Journal of Service Management, European Journal of Marketing, and Consumption Markets & Culture. Nina Mesiranta is Postdoctoral Researcher at MAB, Tampere University, Finland. She has published in the Journal of Cleaner Production, Time & Society, Journal of Fashion Marketing and Management, Journal of Retailing and Consumer Services, and Advances in Consumer Research. Malla Mattila is University Instructor (Master’s Degree Programme in Leadership for Change) at MAB, Tampere University, Finland. She has published her research in such scholarly periodicals as Time & Society, Journal of Cleaner Production, IMP Journal, and International Journal of Entrepreneurship and Innovation Management. Anna Heikkinen is Senior Research Fellow at MAB, Tampere University, Finland. Her work has been published in edited volumes and international journals, such as the Journal of Business Ethics, Business Communication Quarterly, and International Journal of Knowledge Management Studies.