Reused cardboard for product packaging in Brazil: circular practice and social entrepreneurship in an emerging economy

This study aims to analyze the feasibility of reusing cardboard collected by waste pickers for product packaging in Brazil, in the context of increasing online shopping and solid waste generation. We adopted a four-step methodological design, broadly guided by the phases of the Design Thinking (DT) process: (1) investigation of the reuse potential of cardboard collected by waste pickers, (2) development of packaging prototypes from this raw material, (3) qualitative evaluation of prototypes with printing managers, and (4) qualitative evaluation of prototypes with end consumers. The results indicate that there are possibilities and feasibility of reusing cardboard collected by waste pickers, including improving the income of this population. The proposed packaging is intended for deliveries of low-volume items, whether by small entrepreneurs, printers, or agencies. We also found that the availability of information about packaging generated from collected cardboard increases the consumer market's perception of value. However, challenges such as raw material quality, need for cutting technologies for rectangular blocks, and pricing issues remain as barriers. This study contributes to the circular economy and sustainability transitions literature by demonstrating the feasibility of reusing cardboard collected by waste pickers. It advances the field by placing the social dimension at the center of circular economy initiatives, highlighting the role of inclusion and value perception.