Fabien Durif, Ph. D., is a full professor of marketing at ESG UQAM. He is leading the Responsible Consumption Observatory (OCR), a study and strategic watch unit on responsible consumption, as well as the GreenUXlab (CFI Laboratory for research into new user experiences and eco-responsibility). Specializing in new consumer trends, the OCR publishes studies recognized in the field, such as the Barometer of Responsible Consumption in Quebec or the Kijiji Index of Second-Hand Economy. Science and environment columnist for the Radio-Canada program “Moteur de recherche”, he regularly appears in the media. Over the years, he has contributed to numerous projects and strategic interventions for small, medium and large companies, particularly from the retail sector and has produced several reports for the Government of Quebec on local purchasing themes, non-GMO labels, the collaborative economy and greenwashing.