Figure 6
The flowchart outlines a three-stage process for customer-based sustainable product development. The process begins with the Diagnosis stage, which includes in-depth interviews, ethnographic studies, and sentiment analysis to identify the value hierarchy per product category. This stage is represented by stages 1 and 2. The next stage is Prioritisation, involving discrete choice experiments, machine learning, and conjoint/multi-criteria decision analysis (MCDA) to rank attribute trade-offs and set research and development (R&D) investment priorities. This stage is represented by stages 3 and 4. The final stage is Validation, which includes A/B experiments, behavioral pilots, and real-time analytics to refine consumer choices continuously. This stage is represented by stages 5 and 6. The overall pay-off is that sustainability becomes a core value proposition, narrowing the attitude-behavior gap.Three-stage practitioner sequence for customer-based SPD. Source: Authors' own elaboration