Understanding Consumer Perception of Eco-Designed Products: Proposal of a Conceptual Framework - A Study among French Students

In response to global environmental challenges, companies are increasingly offering "sustainable" products labeled organic, eco-designed, or produced through circular economy practices. This shift aligns with principles of sustainable development outlined in the 1987 Brundtland Report, aiming to meet current needs without compromising the ability of future generations to meet their own needs. Regulatory frameworks such as the EU's 2009 ecological label and France's 2020 anti-waste law have further propelled responsible production practices. Despite this growing eco-friendly sentiment, consumer behaviors regarding purchases and repurchases of these products remain inconsistent. This study investigates the factors influencing consumer behavior towards eco-designed products through qualitative analysis of three focus groups involving 25 university students. Findings reveal that while there is generally positive regard for eco-design, factors like price, quality, and current trends significantly influence purchasing decisions. Education and age emerge as pivotal in fostering eco-conscious consumer behavior. The study underscores the potential for collaborative value co-creation between companies and consumers, emphasizing the integration of ecological considerations in product development. Limitations include the study's focus on young, university-level participants, warranting further research across broader demographics for comprehensive insights. Keywords: ethical consumption, consumer behavior, ecological products, sustainability, eco-conception