Fabien Durif granted over $350,000 by the CFI to create the first experimental eco-friendly university “store”
Fabien Durif, Marketing Professor and Associate Dean, Research at ESG UQAM, and Director of the Observatoire de la consommation responsable (Responsible Consumption Observatory), has received a grant for over $350,000 from the Canada Foundation for Innovation (CFI) and the John R. Evans Leaders Fund (JELF) for his experimental eco-friendly lab project. Its purpose is to develop research on consumer behaviour; more specifically, on the topic of responsible consumption.
View of the fashion section of the future experimental eco-friendly store
Image: Observatoire de la consommation responsable
The lab will take the shape of a 700 square foot store on the second floor of the DS Building. It will consist of four themed stations: Fashion and Cosmetics, Services, Grocery, and Convenience Goods. “Of course, the people selected for the studies to be conducted will be able to enter as consumers,” says Durif. “Our goal is for the realism of the space to make them forget that they're taking part in an experiment.”
The lab-store will be equipped with new sensorial marketing and customer experience personalization technologies. “For example, there will be ‘magic’ mirrors that will make it possible to layer multimedia content accessible by tactile screen, as well as interactive stations, shelves, and a ‘smart’ cash,” he emphasizes. This equipment, which incorporates RFID technology to recognize objects through radio frequency identification, will allow the effects of different strategic actions on consumer behaviour to be assessed.
The new lab will make it possible to translate the intention-behaviour gap into general recommendations, communicate a product's environmental information, and evaluate the potential of new technologies in communicating a product's environmental information. “We should be ready to begin studies by the end of spring,” says Durif.