From Core Stimuli to Peripheral Signals in Sustainable Packaging Innovation: Rethinking the Role of Ecolabels[Des stimuli centraux aux signes périphériques de l’innovation packaging durable : faut-il en finir avec les « écolabels » ?]

This research explores responsible packaging innovation in a context where design has become a strategic differentiation lever for brands. Faced with the proliferation of sustainability cues (eco-design, life cycle assessment, regulations, ecolabels, environmental claims), the study investigates how such signals are perceived and interpreted by consumers with low environmental sensitivity. The theoretical framework combines cognitive psychology (perception of forms and signs), the Elaboration Likelihood Model (central and peripheral processing routes), and research on consumer attitudes toward packaging. A qualitative focus group study (2.5 hours, 11 participants) is analyzed using textual data software to identify the key dimensions of responsible packaging innovation. The findings aim to distinguish between central stimuli and peripheral cues in sustainable packaging design and to provide insights into how environmental innovation can be effectively translated through packaging design.