Bridging Consumer–Designer Gaps in Sustainable Fashion: A Framework for Eco-Friendly Product Design

The fashion industry is undergoing a profound transformation towards sustainability, with eco-friendly paper handbags exemplifying the balance between environmental responsibility and commercial viability. Despite the growing attention to sustainable design, a persistent cognitive gap remains between consumers and designers, particularly regarding aesthetic and functional preferences. To address this issue, this study develops an integrated analytical framework combining Importance–Performance Analysis (IPA), Conjoint Analysis (CA), and Fuzzy Comprehensive Evaluation (FCE), using survey data from 444 consumers and 417 designers in China to systematically examine and quantify preference misalignment. The results reveal moderate yet structured divergences across key product attributes: consumers place greater emphasis on style and price positioning (with a preference for the high-end tier), whereas designers prioritise cost efficiency and functionality, while both groups show consistent recognition of environmental and practical value. These findings suggest that preference divergence in sustainable fashion arises not from conflicting values but from differentiated attribute priorities. The study advances theoretical understanding by elucidating the mechanisms of consumer–designer cognitive divergence in sustainable product design and offers a transferable IPA–CA–FCE framework that supports precision–oriented, market-responsive, and environmentally aligned design strategies.