Responsible Packaging Innovation: What Design for Consumers with Low Eco-Responsible Sensitivity?

Innovation packaging responsable: quel design pour les consommateurs à faible sensibilité écoresponsable ?

Stephane Magne ()
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Stephane Magne: PRISM Sorbonne - Pôle de recherche interdisciplinaire en sciences du management - UP1 - Université Paris 1 Panthéon-Sorbonne, LAREQUOI - Laboratoire de recherche en Management - UVSQ - Université de Versailles Saint-Quentin-en-Yvelines

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Abstract: Packaging innovation is multifaceted and serves as a key differentiator for brands in markets where design conveys a strategic dimension. Today, packaging innovation is increasingly shaped by the principles of environmental innovation, relying on various tools such as eco-design, life-cycle assessment (LCA), regulations, standards, eco-labels, and environmental labeling. Faced with the proliferation of signals related to the sustainable or responsible nature of packaging, this qualitative research aims to explore packaging information and understand how it is interpreted by consumers with low eco-friendly sensitivity. The contributions of this research focus on the perception of both central stimuli and peripheral cues of responsible packaging innovation, as well as on their ability to influence consumer attitudes.

Keywords: Design; signe; innovation; eco-responsible attitude; responsible packaging; sign; attitude écoresponsable Design; packaging responsable (search for similar items in EconPapers)
Date: 2018
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Published in Revue de l'Organisation Responsable, 2018, 13 (2), pp 37-59. ⟨10.3917/ror.132.0037⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05522413

DOI: 10.3917/ror.132.0037

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