1 Chapter 1 Introduction 1.1 Background According to WWF (2024), plastic production and consumption has increased significantly and is becoming an issue of plastic pollution that can have environmental, health, and social impacts. It has become a global issue that concerns everyone including UN members as they are currently trying to have a global treaty to stop plastic pollution. The resolution tries to end plastic pollution not only by focusing on waste management but also by addressing the root cause of the pollutants which are overproduction and overconsumption of plastic. Beside recycling, some of the key messages are to promote reuse and shift from single-use plastic to reusable products that can reduce overall use of materials and decrease plastic pollution to the environment. Single-use water bottles are one of major sources of plastics pollution as they take a very long time to decompose and damage the environment, oceans, and ecosystems (Beyond Plastics, 2021). One of the alternatives to tackle the issue is to switch to reusable bottles, also commonly known as tumbler, that has several benefits such as reducing plastic waste, lower carbon footprint, cost-effective due to long-term use of the bottle, promoting healthy habits, and increasing awareness about sustainability (SeaGoingGreen, 2024). According to Cambridge dictionary, tumbler is defined as glass for drinking that has a flat bottom and has no handle. The material used for tumblers can vary such as glass, stainless steel, plastic, and silicon. It uses sustainable materials that can be reused repetitively to reduce single- use plastics that cause pollution for the environment (Fortune Business Insights, 2024). The awareness of this environmental issue has impacted the growth of reusable water bottles 2 including tumblers (Market Research Future, 2024). Government initiatives to promote less plastic usage and sustainability can impact the tumbler market since there will be demand for tumblers. One of the initiatives coming from the Bali local government that issued regulations to ban single use plastic usage in government offices and educational institutions in Bali (Detik.com, 2025). As the effect, all government and educational institution employees are required to bring their own tumblers to the offices. According to Transparency Market Research (2024), the global reusable water bottles market generated USD 9.2 Billion in 2023 and is still expected to grow to reach USD 12.6 Billion in 2032. The market has offered various products that accommodate the different consumer preferences from simple designs that have basic function to advanced features in smart bottles that can monitor water consumptions. In Indonesia, the drinkware market, including tumblers, is expected to grow significantly between 2020 and 2026 from USD 1.2 Billion to 2 Billion in 2026 (6Wresearch, 2024). This market growth is driven by several factors such as the increase in disposable incomes and a growing middle class that values sustainability and premium-quality products. According to the World Bank (2024), Indonesia’s GDP is expected to remain stable at around 5% from 2024- 2027. It is also supported by the strong consumption from both private and government. Indonesia's middle class and nearing middle class segment is currently at around 66% of Indonesia's population that contributes to 81% of household spending in 2024 (BPS, 2024).