Compostable Bag Project- Possible Marketing Strategies for Applying Microplastic-Free Packaging in Practice

DOI

10.2991/978-94-6463-686-4_50How to use a DOI?

Keywords

Compostable Packaging; Marketing Mix; 7P; Sustainable Marketing Strategies; Business Modell Canvas

Abstract

When examining services and consumer habits the concept of “sustainability” cannot be ignored in a product range that causes a global environmental problem, such as plastic packaging. The purpose of this paper is to present the possibility of replacing the plastic packaging materials that are widely found in nationwide green waste collection of Hungary with an alternative, compostable product, its role in a sustainable, circular economy, the product’s green marketing strategy along the 7P model.

This paper defines the group of compostable plastic bags, their main characteristics, the possibilities and their purpose of waste management. A prominent role is given to detailing the possibilities of using bioplastics and compostable bio-bags in the collection of green waste as part of the Circular Economy process, presented through deep interviews. Preparing SWOT analysis for compostable bags is a part of the formulation of horizontal marketing strategies, referring to the 7Ps of green marketing.

This study presents the SO marketing potential of compostable green waste collection bags in Hungary with the help of an established Business Model Canvas, and draws the conclusion that the role of compostable bags in practice and commerce will continue to grow.

The growing scientific literature and media coverage of the health effects of microplastics is an opportunity for the compostable bag. By changing communication from “degradable” to “microplastic-free”, we essentially ride on an already existing wave and take advantage of an already existing strength.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - József Kovacs
AU  - Monika Garai-Fodor
PY  - 2025
DA  - 2025/04/28
TI  - Compostable Bag Project- Possible Marketing Strategies for Applying Microplastic-Free Packaging in Practice
BT  - Proceeding of the 10th International Conference on Lifelong Education and Leadership for ALL (ICLEL 2024)
PB  - Atlantis Press
SP  - 742
EP  - 761
SN  - 2667-128X
UR  - https://doi.org/10.2991/978-94-6463-686-4_50
DO  - 10.2991/978-94-6463-686-4_50
ID  - Kovacs2025
ER  -