The purpose of this research is to analyze why recycled content is low (33-50%) in the aluminum can in the United States when it is technically possible to have a product that is made from 100% recycled material. A comprehensive literature review is conducted, followed by identification of five propositions determined with respect to the research problem. With respect to aluminum can recycling (and its research), there is a greater focus on the role of the consumer than the producer in the aluminum can supply chain system, which may impact on the role of innovation in addressing the problem. The upstream primary aluminum supply chain is vertically integrated and efficient within itself, but not integrated with the downstream secondary aluminum can market. Given the importance of the secondary aluminum market in the United States, there are significant recycling/efficiency/sustainability opportunities to address. As opposed to a dominant focus on consumers and their recycling habits, this study focuses on the aggregate aluminum can supply chain to apply innovation to the solution.
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