Modelo de referência para desenvolvimento de produtos no setor de embalagens plásticas com foco na economia circular

Abstract

The vast majority of companies currently operate within a linear economy framework, where production, consumption, and disposal constitute the fundamental pillars of their business models. This traditional system frequently overlooks resource regeneration. Conversely, the circular economy emerges as an approach that challenges this paradigm by prioritizing sustainability, waste reduction, and the retention of products, materials, and resources in use for as long as possible. Facing this transition toward a circular economy, companies are challenged to redesign their product development processes, as products must be "born circular." This challenge becomes particularly relevant in the plastic packaging sector, which is characterized by high consumption of virgin materials, short functional product lifespans, and significant environmental impacts associated with improper disposal. Although various industrial sectors present specific product development process models, many of these frameworks still do not systematically integrate Circular Economy principles. In this context, this thesis proposes and validates a reference model for plastic packaging development focused on the circular economy, structured around Cooper’s Stage-Gate logic and integrated with Circular Economy practices, tools, and criteria throughout the Product Development Process (PDP). The model operationalizes circularity within the PDP by incorporating decisions related to material reduction, the use of post-consumer recycled (PCR) content, design for recycling, reuse, disassembly, traceability, reverse logistics, and post-launch indicators. The development of the model was grounded in a comprehensive study of circular economy principles and product development practices. To validate its suitability and applicability, a case study methodology was adopted, analyzing two companies within the plastic packaging sector selected based on predefined criteria to ensure segment representativeness. Data collection was conducted through a structured questionnaire, specifically designed to capture information regarding circular economy practices across the different stages of the product development process. The cross-case analysis allowed for an assessment of the degree to which circular economy principles are incorporated within the studied companies, identifying convergences, limitations, and opportunities for improvement, as well as verifying the adherence of the proposed model to the analyzed industrial context. The results demonstrate that circularity cannot be integrated late or in an ad-hoc manner; rather, it must be conceived from the early stages of development. As its main scientific and applied contribution, this thesis presents a validated reference model for the development of circular plastic packaging, helping to bridge the gap between the conceptual principles of the Circular Economy and their practical operationalization within the Product Development Process.