Circular economy-based product substitution design rationale : a case of personal care product

Purpose: This study describes an empirical study demonstrating the application of circular economy (CE) to respond to an urgent call to reduce plastic waste by utilizing waste from the furniture industry.Design/methodology/approach: this study employed the measurements of environmental impacts of plastic and wood-based toothbrushes using a life cycle assessment, complemented by an analysis of the wood substitution design process from a CE perspective.Findings: The findings from this study not only shed light on quantifying the benefits of product valorization improvement and retention but also provide a means of weighing the value against raw materials and production costs.Research limitations/implications: The developed model is still limited to the use of waste to replace existing product materials. This study also did not include other industrial waste such as agro-industrial waste or other degradable materials which may open up many chances for further studies.Practical implications: The study’s primary contribution is a design rationale that assists the substitution of plastic material with wood waste, using toothbrushes as a case example of the substituted products.Social implications: This newly developed material can give potential income sources for the communities.Originality/value: The novelty of this study lies to the substitution model of non-degradable materials to a more environmentally-friendly material which is studied thoroughly from functional analysis, design alternatives, and evaluation based on environmental, economic, and social aspects especially in case of personal care products (toothbrush).