Anyone researched how sustainability claims land with chemical industry buyers?

We ran a conjoint study on this for a specialty chemicals client last year — sustainability claims ranked surprisingly low as a purchase driver compared to reliability and technical support, but they did matter more for procurement teams with ESG mandates. Worth segmenting your buyers by whether they have formal sustainability reporting requirements, because that split made a huge difference in our data. If you're doing focus groups, I'd push hard on the 'greenwashing skepticism' angle — these buyers are pretty savvy and vague eco claims actually hurt trust.