References Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211. https://doi.org/10.1016/0749-5978(91)90020-T Bansal, P., & Roth, K. (2000). Why companies go green: A model of ecological responsiveness. Academy of Management Journal, 43(4), 717-736. https://doi.org/10.5465/1556363 Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative Research in Psychology, 3(2), 77-101. https://doi.org/10.1191/1478088706qp063oa Dangelico, R. M., & Pujari, D. (2010). Mainstreaming green product innovation: Why and how companies integrate environmental sustainability. Journal of Business Ethics, 95(3), 471-486. https://doi.org/10.1007/s10551-010-0434-0 Eisenhardt, K. M. (1989). Building theories from case study research. Academy of Management Review, 14(4), 532-550. https://doi.org/10.5465/amr.1989.4308385 Gharibi, E., Ghalit, M., Taupin, J.-D., Patris, N., & Kouotou, D. (2018). Assessment of the quality of Moroccan bottled water by application of quality indices. Journal of Water Supply: Research and Technology - AQUA, 67(6), 576-585. https://doi.org/10.2166/aqua.2018.022 International Organization for Standardization. (2006a). ISO 14040:2006 - Environmental management - Life cycle assessment - Principles and framework. https://www.iso.org/standard/37456.html International Organization for Standardization. (2006b). ISO 14044:2006 - Environmental management - Life cycle assessment - Requirements and guidelines. https://www.iso.org/standard/38498.html La Vie Eco. (2012, July 2). Sidi Ali : pres de 9 millions de DH investis pour produire une bouteille vegetale. Retrieved April 3, 2026, from https://www.lavieeco.com/affaires/sidi-ali-pres-de-9-millions-de-dh-investis-pour-produire-une-bouteille-vegetale-22634/ Les Eaux Minerales d'Oulmès. (2024). Rapport financier annuel 2023. Retrieved April 3, 2026, from https://communication-financiere.oulmes.ma/wp-content/uploads/2024/04/RAPPORT-FINANCIER-ANNUEL-2023-1.pdf OECD. (2022). Global plastics outlook: Economic drivers, environmental impacts and policy options. OECD Publishing. https://doi.org/10.1787/de747aef-en Reuters. (2018, June 28). Morocco's Les Eaux Minerales d'Oulmes sees revenue drop due boycott. Retrieved April 3, 2026, from https://www.reuters.com/article/markets/commodities/moroccos-les-eaux-minerales-doulmes-sees-revenue-drop-due-boycott-idUSL8N1TU3WZ/ Switch to Circular. (2024, November 20). Promoting the transition to a circular economy in Morocco - Joint EUD-Morocco-UNIDO press release. Retrieved April 3, 2026, from https://www.switchtocircular.eu/news-and-events/promoting-transition-circular-economy-morocco-joint-eud-morocco-unido-press-release Switch to Circular. (2024, December 27). Moroccans support action on ending plastic waste: Survey results, habits and behaviors. Retrieved April 3, 2026, from https://www.switchtocircular.eu/news-and-events/moroccans-support-action-ending-plastic-waste-survey-results-habits-and-behaviors UNEP. (2023, April 25). Everything you need to know about plastic pollution. Retrieved April 3, 2026, from https://www.unep.org/news-and-stories/story/everything-you-need-know-about-plastic-pollution WES-MED / Best practices waste. (2015). Prevention of plastic bags: A ban on single-use plastic bags and the Zero Mika initiative in Morocco. Retrieved April 3, 2026, from https://bestpractices-waste-med.net/prevention-of-plastic-bags-a-ban-on-single-use-plastic-bags-and-the-zero-mika-initiative-in-morocco/ World Bank. (2024). Addressing plastic pollution in Morocco (Maghreb technical note). Retrieved April 3, 2026, from https://thedocs.worldbank.org/en/doc/832824cefe5b2754040b275e545aa085-0280012024/original/Maghreb-Technical-Note-10.pdf Yin, R. K. (2018). Case study research and applications: Design and methods (6th ed.). SAGE Publications. Porter, M. E., & van der Linde, C. (1995). Toward a new conception of the environment-competitiveness relationship. Journal of Economic Perspectives, 9(4), 97-118. https://doi.org/10.1257/jep.9.4.97 Rennings, K. (2000). Redefining innovation - eco-innovation research and the contribution from ecological economics. Ecological Economics, 32(2), 319-332. https://doi.org/10.1016/S0921-8009(99)00112-3 Lincoln, Y. S., & Guba, E. G. (1985). Naturalistic inquiry. SAGE Publications.

References Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211. https://doi.org/10.1016/0749-5978(91)90020-T Bansal, P., & Roth, K. (2000). Why companies go green: A model of ecological responsiveness. Academy of Management Journal, 43(4), 717-736. https://doi.org/10.5465/1556363 Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative Research in Psychology, 3(2), 77-101. https://doi.org/10.1191/1478088706qp063oa Dangelico, R. M., & Pujari, D. (2010). Mainstreaming green product innovation: Why and how companies integrate environmental sustainability. Journal of Business Ethics, 95(3), 471-486. https://doi.org/10.1007/s10551-010-0434-0 Eisenhardt, K. M. (1989). Building theories from case study research. Academy of Management Review, 14(4), 532-550. https://doi.org/10.5465/amr.1989.4308385 Gharibi, E., Ghalit, M., Taupin, J.-D., Patris, N., & Kouotou, D. (2018). Assessment of the quality of Moroccan bottled water by application of quality indices. Journal of Water Supply: Research and Technology - AQUA, 67(6), 576-585. https://doi.org/10.2166/aqua.2018.022 International Organization for Standardization. (2006a). ISO 14040:2006 - Environmental management - Life cycle assessment - Principles and framework. https://www.iso.org/standard/37456.html International Organization for Standardization. (2006b). ISO 14044:2006 - Environmental management - Life cycle assessment - Requirements and guidelines. https://www.iso.org/standard/38498.html La Vie Eco. (2012, July 2). Sidi Ali : pres de 9 millions de DH investis pour produire une bouteille vegetale. Retrieved April 3, 2026, from https://www.lavieeco.com/affaires/sidi-ali-pres-de-9-millions-de-dh-investis-pour-produire-une-bouteille-vegetale-22634/ Les Eaux Minerales d'Oulmès. (2024). Rapport financier annuel 2023. Retrieved April 3, 2026, from https://communication-financiere.oulmes.ma/wp-content/uploads/2024/04/RAPPORT-FINANCIER-ANNUEL-2023-1.pdf Lincoln, Y. S., & Guba, E. G. (1985). Naturalistic inquiry. SAGE Publications. OECD. (2022). Global plastics outlook: Economic drivers, environmental impacts and policy options. OECD Publishing. https://doi.org/10.1787/de747aef-en Porter, M. E., & van der Linde, C. (1995). Toward a new conception of the environment-competitiveness relationship. Journal of Economic Perspectives, 9(4), 97-118. https://doi.org/10.1257/jep.9.4.97 Rennings, K. (2000). Redefining innovation - eco-innovation research and the contribution from ecological economics. Ecological Economics, 32(2), 319-332. https://doi.org/10.1016/S0921-8009(99)00112-3 Reuters. (2018, June 28). Morocco's Les Eaux Minerales d'Oulmes sees revenue drop due boycott. Retrieved April 3, 2026, from https://www.reuters.com/article/markets/commodities/moroccos-les-eaux-minerales-doulmes-sees-revenue-drop-due-boycott-idUSL8N1TU3WZ/ Switch to Circular. (2024, November 20). Promoting the transition to a circular economy in Morocco - Joint EUD-Morocco-UNIDO press release. Retrieved April 3, 2026, from https://www.switchtocircular.eu/news-and-events/promoting-transition-circular-economy-morocco-joint-eud-morocco-unido-press-release Switch to Circular. (2024, December 27). Moroccans support action on ending plastic waste: Survey results, habits and behaviors. Retrieved April 3, 2026, from https://www.switchtocircular.eu/news-and-events/moroccans-support-action-ending-plastic-waste-survey-results-habits-and-behaviors UNEP. (2023, April 25). Everything you need to know about plastic pollution. Retrieved April 3, 2026, from https://www.unep.org/news-and-stories/story/everything-you-need-know-about-plastic-pollution WES-MED / Best practices waste. (2015). Prevention of plastic bags: A ban on single-use plastic bags and the Zero Mika initiative in Morocco. Retrieved April 3, 2026, from https://bestpractices-waste-med.net/prevention-of-plastic-bags-a-ban-on-single-use-plastic-bags-and-the-zero-mika-initiative-in-morocco/ World Bank. (2024). Addressing plastic pollution in Morocco (Maghreb technical note). Retrieved April 3, 2026, from https://thedocs.worldbank.org/en/doc/832824cefe5b2754040b275e545aa085-0280012024/original/Maghreb-Technical-Note-10.pdf Yin, R. K. (2018). Case study research and applications: Design and methods (6th ed.). SAGE Publications.