Anyone tested sustainable packaging messaging with real shoppers?

Yes, and the survey-to-behavior gap is real — we saw about a 30% drop-off between stated intent and actual purchase in a shelf simulation test we ran. In-store intercepts or virtual shelf testing (tools like Insights2020 or even a simple eye-tracking setup) tend to give you much more honest data than surveys. Specific claim wording matters a lot too — '100% recycled' outperformed 'eco-friendly' by a decent margin in our last study.