Membership Category
- Regular
Institution
- Université du Québec à Chicoutimi - UQAC
Discipline(s)
- Management
- Marketing
Expertises
- Corporate social responsibility
- Business ethics
- Collaborative consumption
- Collaborative economy
- Brand equity Responsible / local / sustainable consumption
Scientific activities and affiliations
- Department of Economics and Business Administration
Biography
Myriam Ertz is a full professor of marketing at the Université du Québec à Chicoutimi, director of LaboNFC, holder of the Canada Research Chair in Technology, Sustainability, and Society (TDS Chair), and co-director of the Quebec Research Network on the Circular Economy (RRECQ). Recipient of the 2020 MDPI Social Sciences Young Investigator Award, the 2022 University of Quebec (UQ) Emerging Researcher Award, and the MDPI Foundation’s 2025 Emerging Sustainability Leader Award (ESLA), 2025 from the MDPI Foundation, she has published over 100 articles in leading scientific journals (e.g., Business Strategy & the Environment, Journal of Cleaner Production, Journal of Environmental Management, Transportation Research Part D: Transport and Environment). She is a member of the scientific committee for Johnson & Johnson’s DiCE (Digital Health in the Circular Economy) project to promote the circular economy in the healthcare sector. She is also the author of the first French textbook on responsible marketing (Marketing responsable, JFD Éditions), the first textbook on responsible digitalization (The Palgrave Handbook of Sustainable Digitalization for Business, Industry, and Society, Palgrave Macmillan), and has extensive experience as an editor and (co-)editor of books and edited collections (IGI Global, Emerald, Presses Universitaires du Québec), journal editor (Next [Elsevier]), associate editor of journals (Humanities and Social Sciences Communications, Frontiers in Sustainability), and guest editor (Energies, Sustainability, Administrative Sciences, Businesses, Platforms, Revue Organisations & Territoires). Finally, her research unit developed PMO 5.0, the first AI-powered self-assessment tool for responsible digital maturity in Quebec, designed to optimize support for small and medium-sized organizations (SMOs) in their dual digital and sustainable transition.
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Affiliated research axes
Change and Transition Management
Planning Optimization
Resource and Product Maximization
Policy levers
Projects funded by the RRECQ
Involving consumers in the circular economy of plastics
Description
This action research study is led in partnership with the consulting firm 5REDO, which has already created an in-house capacity to facilitate decision making and the assessment and analysis of scenarios with respect to mechanical and chemical recycling technologies, as well as the use of more sustainable plastic materials. But that capacity does not consider how consumers could contribute to recycling efforts.
The main objective of the partnership is to expand 5REDO’s capacity to consider and leverage consumer behaviours when developing circular solutions for plastic. The project will complement and broaden 5REDO’s expertise in the area through three key objectives:
- Provide a comprehensive overview of how consumer engagement can be leveraged to accelerate the transition to a circular economy for plastics.
- Estimate the influence of internal and external consumer factors and their interactions to assess how consumers could be involved in initiatives to improve the end-of-life management of plastics.
- Prospectively assess plastics flows in Canada to 2030 through different scenarios based on the influence of consumer behaviours and specific consumer engagement initiatives.
Themes
- Behavior
- Change management
- Comparative methods
- Consumer
- Plastic
- Recycling
