Plastic, the material that took the world in the 1950’s is nowadays not only seen
positively. Plastic is literally everywhere and our modern way of life would not even be possible without it. However, when not managed and treated correctly plastic can affect modern day life significantly posing environmental risks and possible human health issues. Awareness and the demand for solutions is growing but trailed by solid regulations and legislation. Moreover, standardization and general tools for organisational deployment are scarce. This disproportion offers few motivating handles to organisations that might want to contribute solving plastic pollution issues. This study finds its origin in that disproportion and aims to create a framework that assist organisations willing to contribute.

The majority of plastic pollution found in oceans is originally from land. The predominant manners of transport used by pollution are: rivers. Plastic pollution and riverine plastic emission are most dominant in developing countries, particularly in Asia. Opposed to this, the awareness in these countries is generally low compared to that in developed nations. Despite the fact that the plastic pollution is particularly serious in developing countries in Asia, most of the organisations willing to contribute to solving the problem are located elsewhere. This study focuses on Indonesian riverine plastic pollution prevention, with the main research question formulated as follows: What makes a go-to-market strategy viable for deployment of novel river plastic recovery systems in Indonesia?

This thesis gathered data from an extensive literature review, a case study and multiple interviews. The literature review is categorised in riverine plastics, riverine
plastic recovery technology, market theory and sustainable business model innovation and implementation. Within the literature data is sought on technological
aspects that define a riverine recovery system are categorised, benefits and cost of launched systems, general market patterns and sustainable innovation factors. A
case study has been set up to monitor assumptions following the literature review. Within this case study, a specific organisation actively recovering plastic from Indonesia
rivers is analysed in detail. This is done by using the Triple Layered Business Model Canvass.

Parallel to the case study, insights initiate the makings of a framework. The first versions of the framework posted several implications, which have been discussed
with several experts. These interviews provide in-depth insights in the Indonesian business world as a whole and as associated with sustainability. The expert’s view on
riverine recovery have been discussed as well as the validity of the created framework. The interviews lead to extension of the framework as well.

The answer to what viability is in riverine plastic recovery in Indonesia rises from the combination of the case study and the interviews. The first method is an economic
approach where an organisation aims to maximise income, resulting in target customer creativity and often western involvement. The second method is a communal
approach combining environmental with social value. Local involvement is maximised, resulting in a minimisation of cost, both offering views from a different
angle. Ideally, a combination of the two approaches is applied, but practically this is not yet viable. These results are analysed and quantitatively formulated in the
framework.

The results of this report include both theoretical and practical contributions to the search of solving plastic pollution. Theoretically, the framework closes the gap
between available technical literature and the lack of organisational guidance. The practical contribution resides within the easy-to-use design of the framework. It is
designed as a quantitative checklist which managers and organisational leaders can use to assess a project for riverine plastic recovery.

In conclusion, riverine plastic pollution poses a serious risk to the environment and to human health. Finding ways to successfully battle this issue proves to be a
complex endeavour because of the significant differences in respect of economical and social development stages globally. This prevents organisations, who are in
principle willing to contribute, from actually doing so. There are no handles to the decision process, there is no guide. Chapter 6 will provide a framework aiming to
provide for this guidance.Finally, Chapter 7 and 8 summarize on the findings.

Keywords: Riverine plastic; macro-plastics, plastic pollution prevention, triple layered
business model, The Ocean Cleanup, Indonesia