FROM FLOW TO STOCK. NEW CIRCULAR BUSINESS MODELS FOR INTEGRATED SYSTEMS: A CASE STUDY ON REUSABLE PLASTIC CUPS

In recent years, the Circular Economy paradigm has gained its momentum among researchers, practitioners and policy-makers. The Circular Economy is underpinned by the transition towards renewable energy sources and circular business models following three simple principles: design out of waste and pollution, keep products and materials in use and regenerate natural systems. Such a framework needs new business applications to face the challenge on materials’ transition (i.e. from single use to reuse). In this paper, an innovative business model for an urban integrated system is described - aiming at transforming material flows into material stocks. The model allows private companies (food and drink providers) to reduce the usage of single-use products and the amount of exploited raw materials. A pilot project, focused on the reduction of single-use plastic cups, is discussed; the business model is based on a service company which introduced a Deposit-Return System (DRS) for reusable plastic cups within the urban area of the City of Turin. The integrated system aims at reducing the splitting of the material, i.e. the plastic cups, flow by aggregating them into a new material stock. Results from one survey, related to the consumers’ behaviour, from a BM Canvas and from the Material Money Flow are presented, highlighting pros and cons.