DEVELOPING GREEN BEHAVIORS FOR MICRO AND SMALL ENTERPRISES AT SOUTH KEMBANGAN URBAN VILLAGE IN WEST JAKARTA
Urban village sustainable development program is one of the government programs in helping the Indonesian people to be self-supported. The government is in a serious effort to increase the number of entrepreneurs through micro and small businesses to families live in urban village areas while at the same time starts to introduce green business concepts and operations to reduce climate change. The target area of this community service is South Kembangan Urban Village, Kembangan District, West Jakarta. The micro and small enterprises (MSE) have not yet adopted the green concept of Triple Bottom Line - profit, people, and planet or Triple Helix – economy, society, and environment approach in doing businesses. The area to start is practicing green behaviors suitable for the micro and small enterprises. Hopefully, by practicing green behaviors could add values to gain business’ competitiveness since this research finding shows customers are willing to pay more to MSE businesses as long as they practice green behavior and green management. Good predictors that MSE has practice green behaviors are when MSE uses renewable energy, reject products and services which are environmentally unfriendly, and switch to use more renewable resources. The practice of green behaviors for improving the economy and preserving the environment will be successful if it is fully supported by the government, academicians, business owners/leaders, and societies, mostly the customers.
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