Are We Green Enough? Consumer Perception of Beverages SMEs in Bandung through Evaluation and Improvement towards Green Business Model
Daniel Hermawan(a*), Johanna Renny Octavia (b), Jeanetta Angelica (b)

a. Department of Business Administration, Faculty of Social and Political Sciences, Parahyangan Catholic University
*daniel.hermawan[at]unpar.ac.id
b. Department of Industrial Engineering, Faculty of Industrial Technology, Parahyangan Catholic University

Abstract

Green economy is one of the government^s priority areas in developed economy in Indonesia. The growth of public awareness in green economy affects the business activities carried out on SMEs. This study tries to explore consumer perceptions related to the practice of green business model carried out by beverage SMEs in the city of Bandung. Taking a case study on 5 beverage SMEs in Bandung, Indonesia, this study conducted an evaluation related to the implementation of green business by mapping the Business Model Canvas (BMC) of each SMEs, followed by measuring consumer perceptions and SWOT analysis. The results of the study indicate the need for the use of recycled furniture, as well as green integrated marketing communication activities to convey the application of green business models to consumers.

Keywords: Business Model Canvas, Consumer Perceptions, Green Business Model, SMEs, SWOT Analysis

Topic: Green Business and Economics Education