How do people actually feel about plastic vs paper packaging these days?

From recent work we've done (late 2023), consumer sentiment is pretty strongly pro-paper/sustainable packaging — roughly 60-70% of shoppers say they prefer it, but willingness to pay a premium drops off fast. The tricky part is that stated preference vs. actual purchase behavior has a big gap, so I'd recommend pairing a quick Qualtrics survey with some behavioral data if you can. Conjoint analysis works really well here to tease out how much packaging actually moves the needle vs. price and brand.