Abstract This thesis examines how a leading beverage company in an emerging market strategically integrates green innovation into packaging decisions. Using Les Eaux Minerales d'Oulmes (LEMO) and its flagship brand Sidi Ali as a single case study, the research focuses on eco-design initiatives intended to reduce the environmental burden of bottled-water packaging. The study is motivated by the scale of plastic pollution: global production exceeds 430 million tonnes annually and packaging accounts for a large share of plastic use, while recycling rates remain low (UNEP, 2023; OECD, 2022). In Morocco, policy reforms such as the Zero Mika plastic-bag ban and circular-economy initiatives signal increasing regulatory and societal pressure for packaging transition (WES-MED, 2015; Switch to Circular, 2024). Methodologically, the thesis applies qualitative document analysis and thematic analysis to triangulated secondary sources (company reports, policy documents, and reputable media). Findings indicate that LEMO's packaging innovation is driven by (1) competitiveness and brand differentiation, (2) legitimation and compliance with evolving policy expectations, and (3) ecological responsibility. Evidence from corporate reporting highlights continuous lightweighting and material optimization, including the launch of a plant-based Sidi Ali bottle in 2012 and further packaging reductions reported in 2023 (LEMO, 2024; La Vie Eco, 2012). However, the case also reveals constraints typical of emerging markets, notably cost premiums for alternative materials and the limited recovery of PET bottles, much of which relies on informal collection (Switch to Circular, 2024; World Bank, 2024). The thesis concludes with practical recommendations for firms and policymakers to accelerate circular packaging, including strengthened extended producer responsibility mechanisms, investments in collection and food-grade recycling, and transparent sustainability communication. Keywords: green innovation; sustainable packaging; eco-design; bottled water; Morocco; thematic analysis; circular economy

Abstract This research investigates the strategic approaches that a prominent beverage manufacturer in an emerging economy employs when incorporating environmentally sustainable innovations into their packaging strategies. Through an in-depth examination of Les Eaux Minerales d'Oulmes (LEMO) and their primary brand Sidi Ali, this single case study explores the company's eco-design efforts aimed at minimizing the environmental impact associated with bottled water packaging solutions. The urgency of this research stems from the alarming scope of global plastic contamination. Current worldwide plastic production has surpassed 430 million tonnes each year, with packaging materials representing a substantial portion of overall plastic consumption. Despite this massive production volume, recycling rates continue to lag significantly behind generation rates (UNEP, 2023; OECD, 2022). Within Morocco's specific context, recent policy transformations including the implementation of the Zero Mika plastic bag prohibition and various circular economy programs demonstrate mounting regulatory and social demands for companies to transition toward more sustainable packaging alternatives (WES-MED, 2015; Switch to Circular, 2024). From a methodological perspective, this study employs comprehensive qualitative document analysis combined with systematic thematic analysis techniques. The research draws upon carefully triangulated secondary data sources, incorporating official company sustainability reports, government policy documentation, and credible media coverage to ensure robust findings. The research reveals that LEMO's packaging innovation strategies are motivated by three primary drivers. First, the company seeks competitive advantages and enhanced brand differentiation within the increasingly crowded beverage market. Second, they aim to achieve legitimacy and maintain compliance with rapidly evolving policy frameworks and regulatory expectations. Third, the organization demonstrates genuine commitment to ecological stewardship and environmental responsibility. Corporate documentation provides concrete evidence of the company's sustained innovation efforts, including ongoing lightweighting initiatives and systematic material optimization programs. Notable achievements include the groundbreaking introduction of a plant-based Sidi Ali bottle formulation in 2012, followed by additional packaging reduction measures documented throughout 2023 (LEMO, 2024; La Vie Eco, 2012). These developments represent significant technological and strategic advances within the regional beverage industry. Nevertheless, the case study also illuminates several constraints that are characteristic of emerging market environments. These challenges include substantial cost premiums associated with alternative sustainable materials and the severely limited infrastructure for effective PET bottle recovery systems. Much of the existing collection network continues to depend heavily on informal waste management practices, creating inconsistencies in material recovery and quality control (Switch to Circular, 2024; World Bank, 2024). The research culminates with actionable recommendations designed to help both private sector organizations and government policymakers accelerate the transition toward truly circular packaging systems. Key proposals include the development of more robust extended producer responsibility frameworks, strategic investments in comprehensive collection infrastructure and food-grade recycling capabilities, and the implementation of transparent sustainability communication standards that enable meaningful consumer engagement and informed decision-making. Keywords: green innovation; sustainable packaging; eco-design; bottled water; Morocco; thematic analysis; circular economy