Claire Hudson, Laird and Lady McGregor's PA, has been working with local wildlife charities to see how McGregor Holdings can enhance the sustainability of the organisation's operations. Following a sustainability audit at McGregor Holdings, one area that has been highlighted is the prevalence of single-use plastic, excessively packaged items and non-recyclable packaging.

Switching to alternative, more sustainable packaging will have major cost implications for McGregor Holdings. Laird McGregor is seeking reassurances from Claire that the increase in costs will, to some extent, be offset by improved customer attitudes towards the McGregor brand. He is keen for Claire to provide evidence that the switch to more sustainably sourced packaging and the reduction in single-use plastic will bring benefits beyond those afforded to the environment.

Marketing research problem:

To address Laird McGregor's concern and to help realise his ambition, Claire and the charities are seeking research proposals from which they plan to commission a piece of marketing research to ascertain customer attitudes and behaviour towards the adoption and use of more sustainable packaging and reduction in single use plastic.

What are the primary and secondary objectives of this research problem?