Comment les supermarchés participatifs coopératifs de consommateurs en Fédération Wallonie Bruxelles intègrent-ils les jeunes de 18-24 ans de la génération Z dans leur projet ?

Abstract

The objective of this thesis is to study the different strategies implemented by cooperative participatory supermarkets in the Fédérations Wallonie Bruxelles to attract and engage 18-24 year olds from generation Z. The theoretical part, divided into four chapters, paints a portrait of the cooperative movement in Belgium, explores the concept of the cooperative participatory supermarket and the dimensions surrounding it, defines what generation Z represents and the values and characteristics it has developed, and finally examines the dimensions of young people's integration into a cooperative project. The empirical part consists of 7 semi-structured interviews. These interviews enable us to identify different types of strategies used to attract and engage young people from generation Z: financial incentives, partnerships with organisations that include young people, activities and events specifically targeting young people's interests, flexible working hours to fit in with students' lifestyles and communication aimed at young people. The theories of consumer engagement and volunteer engagement are then applied to these results in order to attest to the effectiveness of the strategies identified.