Multiple trade associations have issued principles of alternatives assessments that are (or should be) integral to product development:

“… a best practices alternatives assessment process follows the Product R&D paradigm – it is flexible and modular,  focusing on parameters relevant to the product being evaluated. It should result in comparable or improved product safety, efficacy, value and consumer acceptance. It should include informed, risk-based decision making, protection of confidential business information, allowances for gradual and measured implementation, and feasibility checks to ensure that the proposed alternative actually meets the goal of the process – the design and manufacture of  improved products that are safe, cost effective, regulatory compliant, desirable to consumers, and provide measurable improvements to public health and/or benefit the environmental."

Sounds like product stewardship to me.