PERANCANGAN MODEL BISNIS SIRKULAR UNTUK MENINGKATKAN PENGGUNAAN KEMASAN GUNA ULANG (REUSABLE PACKAGING) PADA PRODUK FOOD & BEVERAGE INDUSTRI FAST-MOVING CONSUMER GOODS INDONESIA

• Main Author: Salsabila Fitriazaki, Tiar
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/76380
• Institution: Institut Teknologi Bandung

Single-use packaging is the largest sector that generates plastic waste (47%), with fast- moving consumer goods (FMCG) being the largest industry that uses it. This type of packaging has various negative impacts, which need to be reduced urgently using a circular economy approach. Reuse is a more circular option to reduce plastic use if compared to recycling. However, the existing number of reuse solutions in the FMCG industry is still very limited (1,2%) relative to the number of recycling solutions (65%). Three factors that inhibit the implementation of reusable packaging in Indonesia are regulatory barriers, transformation barriers, and consumer behaviour transformation barriers. This research aims to design a circular business model that can increase the utilization rate of reusable packaging by addressing the barriers to consumer behaviour transformation in Indonesia. This study combines the circular economy framework, BS8001:2018, product planning and development framework (specifically the generic product development method), market research framework (specifically the choice-based conjoint hierarchical Bayes method, latent class clustering, and in-depth interview). The combination of these frameworks divides the study into four phases: framing and scoping phase, concept development phase, system-level design phase, and business model canvas design phase. The findings reveal that user preferences are homogenous, and the proposed circular business model concept that can increase the utilization rate of reusable packaging in Indonesia is a system that is selected using webapp, filled by the provider, delivered directly to home or to be collected in store, while also providing cashback incentives. The circular business model concept is then translated into a business model canvas and customer journey so it can be implemented directly by business actors. The mapping of existing business context and the validation of proposed business model canvas show that multi- stakeholder collaboration through systems approach is needed to implement the designed reusable packaging successfully.