Lana Beikverdi (maiden name Svetlana Obukhovich) is a Doctoral researcher at LUT University, International Marketing Team. She has various international experiences in Germany and China which are related to consumer behavior, sustainable consumption, consumer psychology, international purchases, marketing, business development, and strategic management. In the research, Lana is focusing on the rebound effects of sustainable consumption that include impulse buying of sustainable products such as food, clothing, etc. The methodological part of her studies is centered around qualitative (systematic literature review, focus-group, and individual interviews) and quantitative (experiments and surveys) methods. The findings of her doctoral studies propose unorthodox ideas and strategies for promoting sustainable consumption.