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MeCycle: A New Way to Recycle
內容大綱
The recycling system was in desperate need of innovation in North America in 2020. The average person was generating 12 times their body weight in landfilled trash annually, and the equivalent to a dump truck full of plastic waste was entering the world's oceans every minute. This crisis prompted Ainslie Simmonds and Mark Manley to develop MeCycle, an innovative, technology-enabled platform to help change consumer behaviour and increase recycling rates. This case examines consumer behaviour with regards to recycling, explores barriers to recycling, describes MeCycle’s business model, and estimates the potential environmental and economic gains from hypothetically implementing the MeCycle platform in London, Ontario, Canada.
學習目標
This case may be used in undergraduate- and graduate-level courses in sustainability or operations management. This case provides students with an opportunity to learn about<ul><li>the environmental and health impacts of municipal solid waste (MSW);</li><li>the barriers to recycling for consumers;</li><li>the role of the consumer in the reverse supply chain;</li><li>the recycling supply chain; and</li><li>the different approaches (e.g., regulatory/bottle bills, market-based) to address the need to increase recycling rates and decrease landfilled waste.<br><ul><li>This case also provides students with an opportunity to<ul><li>explore consumer recycling behavior;</li><li>discuss the impacts of MeCycle; and</li><li>assess the main barriers to scaling up the MeCycle program from a multi-stakeholder standpoint: what are the economic benefits for consumers, retailers, and municipalities?</li></ul>