Research Study on Retailer Behaviour and Psychology towards Returning Rigid Plastic Containers for Reuse

This study examines the behavioural, perceptual, and operational factors influencing retailers, wholesalers, and distributors in returning rigid plastic containers for reuse, in line with India’s Plastic Waste Management (PWM) Rules and reuse targets. Conducted across six cities, Delhi, Mumbai, Bengaluru, Chennai, Kolkata, and Dehradun, the research highlights that while rigid plastic packaging is widely preferred due to its durability, safety, and ease of handling, its effective recovery through formal reverse logistics systems remains limited. Instead, most containers are already being reused informally through household use, in-store applications, or redistribution to customers and informal recyclers, demonstrating an existing circular flow that contributes to resource efficiency and reduced littering.

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However, despite these positive reuse practices, the willingness to return containers to brands is generally low due to significant operational and logistical constraints. Key barriers include a lack of storage space, increased labour and time requirements, the absence of structured collection systems, and concerns over customer relations and hygiene. These challenges outweigh motivational drivers such as environmental awareness or brand loyalty, making compliance with formal reuse obligations difficult. The findings suggest that policy interventions should focus on integrating existing informal reuse systems, addressing infrastructure gaps, and designing flexible, practical mechanisms to support stakeholders in achieving circular economy goals.