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Most manufacturing companies have tested and adopted sustainable design methods to navigate their product's environmental transition. While successful at first in enhancing their environmental performance, these companies later struggle to pursue their environmental transition. This entails mastering two critical competencies: identifying transition unknowns, and fostering adequate design efforts. This action research with an innovative design intermediary - which has completed four sustainable packaging missions - reveals the specific design barriers encountered for environmental transition.

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design methods, unknown, sustainable design, C-K design theory, packaging