Abstract
The lack of government regulation to support circular economy (CE) initiatives has led to the emergence of start-up companies in Indonesia that focus on processing, recycling, and creating new valuable products or materials from household waste. This research seeks to identify trends and people’s future interest in these businesses by collecting and analyzing data from Instagram. The analysis uses a multiple case study approach by combining quantitative and qualitative data analysis methods. Based on the findings of this analysis, it was found that acceptable waste types, education about waste separation, collaboration on waste collection or treatment facilities, service area expansion, and the global issue of waste recycling were the predominant discussion topics in waste management startup Instagram accounts. This study argues that collaboration among start-ups with other parties such as government and industry is necessary to expand their service area coverage and capability. The authors also recommend that start-ups actively educate members of the public to separate their waste and communicate with their local community using examples of best practice from around the world.