Abstract
Raising concerns about the adverse environmental effects of plastic-based products is fueling the demand for biodegradable tableware and other products. Greeno Magic—is a brand that produces compostable tableware and packaging material that can be used by Quick Service Restaurants in their quest to go green. Data shows that sustainable packaging is fast becoming the consumption choice of conscious consumers. Quick Service Restaurant (QSR) chains have the resources to go green; however, independent QSRs are facing major challenges. How can Greeno Magic convince them to adopt green practices? The other dilemma was that though it was positioned as a green alternative to plastic products, the question was whether the biodegradable tableware fulfills this objective. Studies show that biodegradable products are added to landfills, thereby not realizing the desired purpose. So how can Greeno Magic ensure that the biodegradable products achieve their mission of being environmentally friendly?
Published Version
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