How do brands usually test new sustainable packaging with consumers?

For CPG packaging switches, we typically run a combo of in-home use tests (IHUTs) paired with a quick MaxDiff or conjoint to rank sustainability attributes against price and aesthetics. Shelf placement studies in simulated store environments are also really telling — consumers say they want eco-friendly but behave differently when it's on a shelf next to a cheaper option. Focus groups alone won't cut it here; you need behavioral data.