Reumo
In today's context, the growing concern for the environment and the need to promote sustainable practices make exploring innovative solutions for recycling waste essential. Implementing "Reverse Vending Machines" [RVMs] for recycling cans and plastic bottles offers a practical and convenient technological approach to encourage the correct disposal and reuse of materials. This study aims to conduct a strategic analysis and assess the feasibility of implementing a reverse vending machine in the Brazilian market, specifically in the Southeast region, to recycle plastic cans and bottles. The research was carried out in two stages. First, a literature review was conducted to understand the theoretical foundations of RVMs and the associated recycling practices. Next, an empirical survey was carried out using a questionnaire to collect data on the public's receptiveness to RVMs, their recycling habits and perception of the effectiveness of these machines. The VRIO analysis and SWOT Matrix were used for strategic analysis. In addition, the initiative's feasibility was assessed based on six implementation scenarios, considering the monthly turnover of the RVMs. The results indicated that the initiative could significantly increase the recycling rate of cans and plastic bottles. In addition, the potential for rewards associated with using RVMs positively influences consumer behaviour concerning recycling. This study highlights the role of VMRs as an innovative and effective solution for promoting the recycling of specific materials, contributing to environmental sustainability and raising community awareness of responsible disposal practices.