Strategi Pengembangan Bisnis Ramah Lingkungan dalam Merebut Pasar di Era Circular Economy

Abstract

Purpose: This research aims to investigate the eco-friendly business development strategy in seizing the market in the circular economy era.

Methodology/approach: The research methodology used is a qualitative exploratory case study in SYCA, the cosmetic industry. In addition, a non-probability sampling method using a questionnaire was given to SYCA customers to determine their response to SYCA’s innovations.

Results/findings: The research found that SYCA innovated by making eco-friendly packaging, recycling programs, and using eco-friendly cosmetic ingredients. Moreover, 80% of SYCA customers are concerned about the environment. In addition, 35% of SYCA customers purchase eco-friendly products, and 58% sometimes buy eco-friendly products.

Limitations: Only 84 customers were the objects of this research.

Contribution: This research can provide a reference for developing eco-friendly products and an overview of the market for eco-friendly products in the cosmetic field. Research on eco-friendly cosmetic products in the circular economy era has never been published.