Case 10: Heng Hiap Industries—Pioneer in the plastic recycling industry

Shamim Ahmed Khan, Soo Yeong Ewe

Research output: Chapter in Book/Report/Conference proceedingChapter (Book)Otherpeer-review


Plastic pollution has always been a global concern, as it threatens the sustainability of the environment. Malaysia, an emerging market, is not exempted from this threat. To address this alarming issue, policymakers worldwide have advocated adopting a circular life cycle for plastics. In this regard, plastic recycling has received increasing attention as a sound solution to overcome plastic pollution. The demand for recycled plastic materials has also increased due to the higher acceptance of recycled products among consumers. Following this phenomenon, the plastic recycling industry has achieved notable growth in the past few years. Among companies operating in this industry, Heng Hiap Industries (HHI) is the pioneer in plastic recycling in Malaysia. This case study presents the challenges of plastic pollution in general, plastic waste management in Malaysia, the operation of HHI, and how it overcomes the challenges in the plastic recycling business. By examining HHI’s experiences, the present case study offers valuable insights into the complexities of the plastic recycling industry and the measures required to ensure its success.
Original languageEnglish
Title of host publicationMarketing Case Studies in Emerging Markets
Subtitle of host publicationContemporary Multi-Industry Issues and Best-Practices
EditorsDilip S. Mutum, Soo Yeong Ewe, Ezlika M. Ghazali, Racheal Louis Vincent
Place of PublicationCham Switzerland
Number of pages11
ISBN (Electronic)9783031516894
ISBN (Print)9783031516887
Publication statusPublished - 2024

Publication series

NameSpringer Business Cases
ISSN (Print)2662-5431
ISSN (Electronic)2662-544X


  • Plastic waste
  • Plastic recycling
  • sustainable consumption
  • circular economy
  • emerging countries

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