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1 results

  • The True Revolution of 1968: Mineral Water Trade and the Early Proliferation of Plastic, 1960s–1970s

  • Part of
  • Nicolas Marty
  • Journal:
    Business History Review / Volume 94 / Issue 3 / Autumn 2020
    Published online by Cambridge University Press:
    25 November 2020, pp. 483-505
    Print publication:
    Autumn 2020
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  • This article examines the 1968 decision by the French mineral water company Vittel to use PVC packaging for its main product. This was the first time this type of packaging had been used for a mainstream consumer product. By examining the causes, manifestations, and consequences of this business decision, it aims to show how this model has spread and contributed to the creation of an environmentally damaging waste regime by abandoning deposit systems. The article also seeks to show, through this case, the importance of identifying social and institutional contexts to understand the trajectory of consumer products.