MASS CUSTOMIZATION ISSUES FOR ENVIRONMENTALLY CONSCIOUS DESIGN
The paper pulls a trigger of discussing Mass Customization (MC) in Ecodesign. MC is a widespread concept to increase differentiation levels of products depending on customers’ needs with reducing production costs. The problem of strategy’s absence in Ecodesign is addressed. Then, how MC brings benefits to an Ecodesign strategy is investigated. First, understanding customers is crucial. Second, manufacturers should distinguish between needs and wants as many environmental properties at present are a must according to regulations. Third, possessed should be four perspectives; system, value, function, and component. This approach in a broader view implies that a new design paradigm incorporating the marketing discipline may be needed.