In our guest lecture series, Monika Fiala, Managing Director of EWP Recycling Pfand, gave us exciting insights into the significant contribution that the introduction of single-use deposits in Austria is making on the path to a circular economy. The fact that around 2.4 billion containers are put into circulation in Austria every year illustrates the enormous scale of this project.

It was particularly interesting to learn how industry and retail partners are involved, how the logistics are structured, and how the financing is organized. A key success factor for achieving the EU targets and implementing ecological ambitions is consumer acceptance.

We are looking forward to exploring this topic in greater depth with a group of students in the “Retail Marketing Consulting” course this semester and investigating how acceptance can be specifically promoted.