Closing the glass loop in Croatia: lessons from Koprivnica

The Koprivnica pilot shows how local action, partnerships and targeted communication can help improve glass collection. 

Developed with Vetropack, local waste operator Komunalac and food brand Podravka, the project explored barriers to glass recycling in a Croatian municipality where collection levels were below the European average. Behavioural research helped identify practical and psychological obstacles, from perceived inconvenience to limited awareness of individual impact. 

A digital campaign then used simple, repeated messages to keep glass recycling visible and encourage better habits. Follow-up data showed positive shifts in self-reported recycling, perceptions of personal contribution and the environmental value of glass, alongside an improving collection trend. 

For brands, municipalities, EPR schemes and recycling partners, the pilot offers practical lessons on how communication, infrastructure and local partnerships can work together to improve glass collection.