Anyone used conjoint analysis to test sustainable packaging preferences?

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Need to figure out how much consumers will actually pay more for eco-friendly packaging vs just saying they will. Curious if conjoint is worth the effort here.

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Anika Patel · Answer

Yes, conjoint is absolutely worth it here — it's basically the gold standard for closing that gap between stated and revealed preferences. We ran a choice-based conjoint on sustainable packaging last year and found willingness-to-pay was about 30-40% lower than what people self-reported in straight survey questions. Qualtrics has decent built-in conjoint tools if you want to keep it simple, or Sawtooth if you need more robust design options.

Anyone used conjoint analysis to test sustainable packaging preferences?

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