EPR policy adoption in the digital age: exploring barriers faced by Indian MSMEs through an IPA lens

Purpose This study aims to understand the challenges that hinder micro, small and medium enterprises (MSMEs) from adopting the Extended Producer Responsibility Policy. By providing a nuanced understanding of these barriers, the research contributes to developing more effective policy interventions that can serve as a valuable source for firms facing similar issues, ultimately advancing both environmental goals and business sustainability. Design/methodology/approach For this study, interpretative phenomenological analysis (IPA) is used which is a qualitative technique. Here, in-depth interviews with the MSME owners and managers were conducted to get detailed insights into understanding the barriers more precisely. Findings The study reveals a total of six themes with certain sub-themes which includes “MSME Perception”, “EPR Portal”, “Costing”, “Support”, “Stakeholders’ related issues” and “Policy Loopholes”. Originality/value The research gets a deep insight into the lives of MSME owners and managers and tries to understand the problems that they are facing in adopting EPR policy at the ground level and the practical hurdles they encounter. The research tries to bridge the gap between theory and practice and offers valuable insights for policymakers, stakeholders and MSMEs worldwide.