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This paper examines the relevance of the circular economy concept as a means to operationalise
sustainability. Since the fashion industry is one of the top polluters in today’s economy, this paper
investigates ways to implement sustainable fashion business models embedded in a circular
framework. Consumers must take part in the sustainable transition of the fashion industry, which is
supported by their increasing concern for environmental and social issues overall. However, it appears their consumption behaviour does not always match their values and attitudes toward sustainable fashion. This study investigates the underlying reasons to such an attitude-behaviour gap, and explores external moderators of sustainable fashion based on previous qualitative studies. Through a quantitative research, this paper seeks to assess the magnitude of the attitude-behaviour gap and measure the influence of certain enablers of, and barriers to sustainable fashion consumption in Europe. The results are extensively presented in a multiple regression model, as self-enhancement values and a preference for locally produced garments are confirmed to encourage the purchase of sustainable garments. Besides, a negative correlation between respondents’ trust in fashion brands and their consumption levels is unveiled by the quantitative study. The discussion of the results provides means to leverage the above-stated drivers of consumption, and invites the reader to reflect on other ways to overcome certain barriers to the expansion of sustainable fashion markets.

circular economy, sustainable development, sustainable fashion, slow fashion, consumer behaviour, attitude-behaviour gap --- Sciences économiques & de gestion > Marketing

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Around the world, people are facing many changes which are impacting consumer behaviour. Over time, new ways of consuming have been developed to respond to today's global issues.
One of the most convincing challenges is to reverse climate change. To this end, new solutions are emerging, such as the sharing economy model. This study analysed the extent to which the sharing economy model can impact the marketing of luxury goods and services. We focused specifically on the luxury fashion rental market because the fashion industry is one of the most polluting sectors in the world.
In our analysis, we noticed a dissonance between the sharing economy model and the luxury market. The sharing economy model allows access to goods and services, while luxury promises prestige and exclusivity. In other words, these are two opposing worlds that could become complementary to meet a new demand. The aim was to highlight the consumer's perception and attitude through this integration. We established four initial research questions concerning the influence on the attitude and perception of the consumer towards luxury brands, the impact on the perception of exclusivity as well as the interest of this type of service among the new generations.
Our investigation of the phenomenon was twofold. First, we conducted a literature review to ascertain key concepts. Then, we performed an exploratory qualitative study involving 20 respondents aged between 24 and 32 years who possessed different socio-demographic profiles. Our research was based more heavily on psychological aspects which have not been thoroughly investigated: the perception of and the attitude of the consumer towards a luxury fashion rental service.
We were able to identify the main motivation as the sustainable aspect. The consumer is inclined to participate in the rental of luxury items to exhibit ethical behaviour. Another identified motivation is the economic aspect with a reduction in costs affords other consumer profiles access to these luxury items. The social aspect was additionally highlighted, as the sharing economy allows for interaction and a certain proximity between consumers. Accessibility was another essential concept. It encompasses several benefits for the consumer as well as hedonism, which guides consumer behaviour in an emotional rather than rational way. Experience is central to both the sharing economy and luxury.
In addition, a barrier was identified that marked the dichotomy of this research: exclusivity. Exclusivity is fundamental to the perceptions of and attitudes towards luxury brands. Providing access to luxury goods and services can be perceived as positive for certain criteria but can also negatively impact luxury marketing. This is because the sense of group membership, conspicuous consumption, prestige and perceived desire in luxury fashion consumption gradually diminishes.
In conclusion, this research highlighted the perceived benefits and risks to the sharing economy and luxury. In so doing, its enhanced understanding of the positive and negative impact of consumer perceptions on attitudes on luxury marketing and towards the luxury fashion rental market.

the sharing economy model, access over ownership, sustainability, fashion rental, luxury marketing, luxury fashion, conspicuous consumption, exclusivity, luxury fashion rental market, perception, attitude --- Sciences économiques & de gestion > Marketing

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As traditional businesses, social companies must have access to resources to finance their day-to-day operations and make the necessary investments to pursue their activities. However, many are not profitable enough to access traditional funding and cannot fund themselves completely through sales or investment. They frequently need special financing approaches. New types of financing have emerged for such enterprises such as crowdfunding. The present research focuses on this modern financing mode available to social entrepreneurs which is constantly expanding and increasingly used. As the role of the social crowdfunding platform is to be an intermediary bringing two parties together, the question of trust is of outmost importance and therefore, social entrepreneurs as well as investors need to trust their intermediary and the information which is available to them. This project aims at clarifying and evaluating the panel of the existing social crowdfunding platforms currently operating in the Belgium landscape and to perform a comparative analysis to deepen one’s knowledge about the communication disclosed (the trust signals) by the platforms in order for their potential users to trust them.
To achieve this, a grid of analysis based on trust signals retrieved from the literature has been elaborated. This grid has been applied to the nine social crowdfunding platforms available in today’s Belgian landscape. It has been observed that the nine platforms decided to communicate rather effectively most of the important visible trust signals. Some communicate more signals than others, but in a general manner, they have many similarities in the way they communicate, and they are consistent with their values and business models. This imply they wish to show their transparency, and desire to communicate about their values and the way they function in an effective manner, to demonstrate both the potential social investors and entrepreneurs that they can trust them. It also suggests it can be quite difficult for the probable users to elect the appropriate social crowdfunding platform in front of these comparable offers. Hence, the platforms should communicate more signals and do so in the most effective manner.
The findings of this study help to extend one’s awareness of the supply of social crowdfunding platforms available today in Belgium. It suggests more clarity and a better understanding of the available landscape for the platform’s users. Moreover, it can also aid the platforms to detect and improve the quality of their communication practices and services. This research can serve to further analyze the phenomenon of social crowdfunding platforms in Belgium that will continue evolving significantly in the coming years. It also presents several limitations such as the observer bias, or the fact the signals chosen may not be complete or appropriate enough, which undoubtably allows suggestions for future research.

social impact crowdfunding --- crowdfunding --- social impact financing --- crowdfunding platforms --- social crowdfunding platforms --- belgium --- social crowdfunding --- social enterprises --- Sciences économiques & de gestion > Economie sociale

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These days we are living in a world where globalization is taking over and we are constantly faced with more information than ever before. As a result of various crises, food scandals and ecological disasters, consumers want to regain control of their food. Whether men or women, young or old, the approach is the same and is more and more present: the desire to consume differently. That is to say: to consume in a more responsible way, more respectful of the environment and in a way that is better for health. Consumers want to be attentive to the origin and composition of the food they buy and consume every day.

For several years now, new commercial practices have been appearing in an effort to stand out from mass distribution. These businesses are called "alternative businesses" and each has its own specificity.

Although the motivations for frequenting an alternative shop are present, there are factors that that can demotivate individuals to go to this type of trade and favor the purchase of agri-food products.

First, this paper defines the concepts of “organic”, “local” and “alternative businesses”. It also explains the factors taken into account when consumers make their choice. This work focuses on the notion of price, the perception of price in general and the perception of organic and local products.

In a second step, interviews were conducted to find out the opinion of a sample of industrial consumers on organic and local products. Are they more expensive, how do they perceive prices, are they decisive in their choice? What are the other factors that contribute to the choice of a food, organic or local product? Nous vivons aujourd’hui dans un monde où la globalisation prend le dessus et où nous sommes sans cesse face à des informations plus nombreuses les unes que les autres. Suite aux différentes crises, scandales alimentaires et catastrophes écologiques, les consommateurs désirent reprendre le contrôle de leur alimentation. Qu’il s’agisse d’hommes, de femmes, de jeunes ou de moins jeunes, la démarche est la même et est de plus en plus présente : l’envie de consommer autrement. C’est-à-dire : consommer de manière plus responsable, plus respectueuse de l’environnement et de manière à ce que ce soit meilleur pour la santé. Les consommateurs désirent être attentifs à la provenance et à la composition des denrées qu’ils achètent et qu’ils consomment quotidiennement.

Depuis plusieurs années, de nouvelles pratiques commerciales apparaissent dans le but de se démarquer de la grande distribution. Ces commerces sont appelés « commerces alternatifs » et ont chacun leur spécificité.

Bien que les motivations à fréquenter un commerce alternatif soient présentes, il existe toutefois des facteurs qui vont démotiver les individus à se rendre dans ce type de commerce et privilégier l’achat de produits issus de l’agro-alimentaire.

Dans un premier temps, ce mémoire définit les concepts « bio », « local » et « commerces alternatifs ». Il explique également les facteurs entrant en compte lors du choix des consommateurs. Ce travail réalise un focus sur la notion de prix, la perception du prix en général ainsi que la perception des produits bio et locaux.

Dans un second temps, des interviews ont été menées pour connaître l’avis d’un échantillon de consommateurs de produits industriels sur les produits bio et locaux. Sont-ils plus chers, comment perçoivent-ils les prix, sont-ils déterminants dans leur choix ? Quels sont les autres facteurs qui participent au choix d’un produit issu de l’agro-alimentaire, du bio ou du local ?

Alternative businesses --- Alternative food --- Brakes --- Local --- Motivations --- Organic --- Prices --- Price perception --- Qualitative study --- Shorts circuits --- Alimentation alternative --- Bio --- Circuits courts --- Commerces alternatifs --- Etude qualitative --- Freins --- Local --- Motivations --- Perception du prix --- Prix --- Sciences économiques & de gestion > Marketing --- Sciences du vivant > Sciences des denrées alimentaires --- Sciences économiques & de gestion > Economie sociale --- Sciences du vivant > Agriculture & agronomie

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Wallonia is the region of southern Belgium, divided into five provinces comprising 262 municipalities of varying sizes for a total of more than 3.6 million inhabitants (Walstat, 2018) and spread over an area of 16,901 km² (Iweps, 2020). By way of comparison, Berlin has almost as many inhabitants as Wallonia for an area 17 times smaller. So, when we talk about "Smart City" approaches in this type of large metropolis like Berlin, it is legitimate to wonder about their applicability in Wallonia. 
Indeed, given the particularity of the Walloon territory and its administrative structure, the "Smart City" solutions of large metropolises are not immediately applicable to Wallonia. Moreover, the disparity between municipalities is another factor to be taken into account. Although some larger Walloon municipalities such as Liège or Charleroi can more easily undertake popular "Smart" initiatives, adapting them to the small municipalities of the territory, with less than 10,000 inhabitants and living in a rural context is not as straightforward.
In this paper, you will first find a comparative analysis of recommendations in the context of a company and a government. This analysis was conducted to establish if these recommendations are in place in the digital strategy of Wallonia: “Digital Wallonia”. An analysis of trending technologies was also conducted based on Gartner’s Hype Cycle, to identify the ones to prioritize in the near future. Based on these technologies, an inventory of the supply and demand in Wallonia was put together. The supply represents the different companies active in Wallonia in the digital sector. For the demand, it is based on the winning projects of the call for projects “Smart Region Territoire intelligent” of Digital Wallonia. The projects are run by the municipalities within the Walloon territory.
All these different parts are put together to shed some insight on the situation in Wallonia.

Digital Sector, Wallonia, strategy, innovation, data governance, technology, citizen empowerment, internet of things --- Sciences économiques & de gestion > Stratégie & innovation