From the business side, they’ll need to figure otu a way to come to terms with the increase in material. I’m sure they’re COGS on this package is pretty challenging for the company to absorb. However, if they manage to increase volume it’ll make it an easier pill to swallow.
On the consumer side, we’ve yet to see any consumer make their purchasing decision based on sustainability. While many are very vocal about it, very few change their purchasing behavior to support their cause. As a matter of fact, most of them tend to buy items that have more material in the package. Many consumers look to the company’s overall initiatives on sustainability as opposed to just the packaging.