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Packaging innovation is multifaceted and is a differentiator for brands in markets where design has become a strategic dimension. Today, packaging innovation is imbued with the principles of environmental innovation based on various tools such as eco-design, life-cycle assessment (LCA) of packaging, regulations, standards, eco-labels, and ecological labeling. Faced with the proliferation of the signs of packaging innovation related to the sustainable or responsible character of the packaging, this qualitative research aims to explore packaging information and to understand how it is analyzed by a consumer with a low eco-friendly sensibility. The contributions of this research will focus on the perception of central stimuli and peripheral signs of responsible packaging innovation by the consumer and on their ability to change consumers' attitudes.