PACKAGING INNOVATION RESPONSIBLE: WHAT DESIGN FOR CONSUMERS LOW SENSITIVITY ENVIRONMENTALLY FRIENDLY ?

Abstract

The packaging innovation is multifaceted and is a differentiator for brands in markets where design
conveys a strategic dimension. Today, packaging innovation is imbued with the principles of
environmental innovation based on various tools like eco-design, life-cycle assessment of packaging
(LCA), regulations, standards, eco-labels and ecological labeling. Faced with the proliferation of the
signs of packaging innovation related to the sustainable or responsible character of the pack, this
qualitative research aims to explore packaging information and to understand how it is analyzed
by a consumer with a low eco-friendly sensibility. The contributions of this research will focus on
the perception of central stimuli and peripheral signs of responsible packaging innovation by the
consumer and on their ability to change consumers attitudes