Drivers of Change in the Collective Value Proposition of a Transforming Circular Ecosystem: The French Paper-and-Cardboard Industry Case[Les déterminants de l’évolution de la proposition de valeur collective d'un écosystème circulaire en transformation : le cas de la filière papier-carton en France]

The paper-and-cardboard recycling Industry in France has undergone profound transformation in recent decades, driven by environmental regulations and both European and national sustainability policies. This research aligns with current academic literature seeking to better understand the determinants underlying the evolution of a collective value proposition within circular ecosystems. Leveraging a national strategic initiative launched as part of the France 2030 program, the PAC3R project (PACkaging, Recycling, Recyclability, Re-use of papers and cardboards) provides valuable insights into the sector's contemporary challenges. A mixedmethod qualitative analysis (content and process) of primary and secondary data, incorporating both inductive and deductive coding, enables the identification of key determinants shaping this reconfiguration of the value proposition. Finally, the study highlights the dilemma between the adoption of technological innovations (in processes or products) and the need to structure a collective dynamic towards a strengthened circular ecosystem.