Tipping dynamics in packaging systems: How a bottle reuse system was established and then undone

Abstract. In this paper we investigate the initially successful transition from regional bottle reuse for mineral water to a widespread bottle reuse system in Germany, its subsequent destabilisation, and what this teaches us about tipping dynamics in packaging systems. Our aim is to understand how the speed of sustainable change is influenced, focusing on key actors from business and policymaking. Building on current research on positive tipping points, our case study demonstrates opportunities to create an enabling environment for change, the role of specific reinforcing feedback loops in accelerating sustainable transitions, and a successful business innovation and technology intervention. However, it also demonstrates the threat of destabilisation from the emergence of competing technologies, in this case single-use plastic bottles, and what we can learn from the unsuccessful business and policy efforts to stop the decreasing market share of reusable bottles. A failed policy intervention illustrates the consequences of rushing into a flawed solution. We reflect on our findings considering current efforts to (re-)establish reuse systems as part of a transition towards a sustainable circular economy.