A leading manufacturer of packaged goods is planning to introduce environmentally friendly packaging and wants to gauge how much consumers will be willing to pay for the new packaging. The manufacturer conducted a conjoint analysis with two attributes: type of packaging and price. Here are the results from the conjoint analysis:

Attribute Attribute level Utility Regular 3.5 Packaging Environmentally friendly (the innovative new 4.2 feature) $2.99 4.5 Price $3.99 3.1