Figure 1
The figure contains two vertical columns of text boxes labeled “Barriers” at the top left and “Enablers” at the top right. These are connected across three horizontal levels by text boxes positioned at the center, labeled “Capability (C)”, “Opportunity (O)”, and “Motivation (M)”. Each central level is connected by solid horizontal lines to both the barrier and enabler text boxes. Under the Capability (C) level, the barriers list includes “Practicality and durability of plastic (C B 1)” and “Required skills in using reusable glass bottles (C B 2)”. Under the same Capability (C) level, the enablers list includes “Awareness of plastic waste problem (C E 1)”, “Complexities of proper recycling practices (C E 2)”, “Awareness of downcycling limitations (C E 3)”, “Growing recognition of glass as a functional and sustainable alternative (C E 4)”, and “Awareness of milk in plastic linked to food waste (C E 5)”. Under the Opportunity (O) level, the barriers list includes “Limited access to reusable packaging options (O B 1)”, “The dominance of plastic packaging in the market (O B 2)”, “Perceived limitation of current reusable systems (O B 3)”, “Lack of consumer awareness and education (O B 4)”, “Insufficient policy and regulatory support (O B 5)”, “The absence of milk delivery services or refill stations (O B 6)”, and “Lack of diverse options in reusable alternatives (O B 7)”. Under the same Opportunity (O) level, the enablers list includes “Cultural shift towards sustainability (O E)”. Under the Motivation (M) level, the barriers list includes “Affordability of plastic bottles (M B 1)” and “Convenience of plastic bottles (M B 2)”. Under the same Motivation (M) level, the enablers list includes “Growing preferences for the quality and taste of glass-bottled milk (M E 1)”, “Concern about health and safety of plastic (M E 2)”, “Support for small and local businesses (M E 3)”, and “Growing commitment to developing sustainable non-plastic habits (M E 4)”.Summary of themes from interviews organized through the COM-B model. Source: Authors’ own work