Consumer Package Goods (CPG) and Private Label Retail Packaging are challenged to balance brand messaging with required and or regulated sustainability logos and labels. In the past few years there has been a growing proliferation of sustainability and corporate social reasonability messaging which makes it more difficult for consumers to factor sustainability into their decisions. This study explores if sustainable messaging is important to purchase decisions and brand identity on shelf. Participants were checked in when they arrived at the simulated retail lab, and were fitted and calibrated with Tobii 2 eye tracking glasses. Participants were asked to shop for items on the assigned shopping list. Once they completed their shopping, their purchases were photographed and the participants completed an online post-shopping survey to capture qualitative feedback and demographics.