Plastic packaging: Are German retailers on the way towards a circular economy? Companies’ strategies and perspectives on consumers

German retailers commit to promoting a circular economy (CE) to tackle the plastic crisis. Their strategies and perspectives on the role of consumers are qualitatively analyzed based on sustainability reports and press releases. Strategies include means of reduction and reuse but focus on recycling. Consumers are rather seen as barriers to realizing a CE.

Environmental pollution caused by single-use plastic packaging waste is one of the major problems of our time. As a means of tackling environmental damage from plastic, many companies are voluntarily committing to promoting a sustainable use of plastic and the idea of a circular economy (CE). Among these companies, retailers play an interesting role. They are the point of sale of different manufacturers’ products and, thus, are in direct contact with consumers. This paper qualitatively analyzes retailers’ plastic strategies as published in sustainability reports and press releases. In particular, their understanding of the concept of a CE, their perspective on the CE-related role of consumers, and the consistency of their objectives regarding CE goals are investigated. The results indicate that there is a strong focus on recycling, although the retailers also consider means of reduction by avoidance and reuse. Consumers are rather seen as a barrier to implementing a circular economy at all three levels (reduction, reuse, recycling) and are assumed to need waste management education.