Tensions between economy and environmental issues due to hyper and mass production leads to reflection about a new model of innovation. To shift from intensive innovation to sustainable innovation, we propose an approach which involves the design of a sustainable product's diffusion system. Our hypothesis is that both the product and the business model should be redesigned in tandem, combining eco-design and functional economy from an interactionist point of view. We argue that the business model should be based on a network model, instead of linear chain. The research focuses on evolving products systems or upgradable products, including services offered iteratively throughout a product's multiple life cycles. Field studies will be conducted to verify the viability of the project among consumers and manufacturers.