Rethinking The Business Model Towards Circular Economy : A Case Study of Plastic Circularity at Unilever Bangladesh

This study has explored the implementation of CBM or Circular Business Models to solve plastic waste in the FMCG or Fast-Moving Consumer Goods Sector, with an emphasis on Unilever Bangladesh. Due to environmental concerns and urge for sustainable solutions, circularity offers a transformative direction for value creation, waste management and resource efficiency. Through a qualitative approach with semi-structured interviews, the study has identified some aspects for circularity initiatives. The findings have underscored important drivers such as regulatory support, technological innovation, stakeholder collaboration and attitudes of consumers; while also highlighted barriers including policy gaps, skill gaps, structural limitations and so on. The study has contributed theoretically by merging business model innovation framework with plastic circularity.