Has anyone used conjoint analysis for sustainable packaging decisions?

Question

We want to know how much consumers actually care about eco-friendly packaging vs just saying they do. Conjoint seems like the right fit but curious if others have tried it.

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Wei Zhang · Answer

Yes, conjoint is perfect for exactly this — it forces trade-offs so you get revealed preferences instead of stated ones. We ran a CBC study for a CPG client last year and found consumers valued eco-friendly packaging at roughly a 12% price premium in the model, but actual willingness to pay was closer to 4-6% when you looked at real purchase behavior. Qualtrics or Sawtooth both work well for the design if you haven't picked a tool yet.

Has anyone used conjoint analysis for sustainable packaging decisions?

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