Green Innovation Product Performance: Ecopreneurship sebagai Mekanisme Penghubung pada UMKM Berkelanjutan di Kota Tangerang Selatan
DOI:
https://doi.org/10.32493/drb.v9i5.65108Keywords:
Ecopreneurship, Green Innovation, Green Product Performance, UMKM Hijau Indonesia, Daya Saing Produk.Abstract
Penelitian ini bertujuan memahami bagaimana ecopreneurship mendorong pengembangan green innovation pada Usaha Mikro, Kecil, dan Menengah (UMKM) berorientasi keberlanjutan, serta bagaimana proses tersebut berkontribusi terhadap green product performance dan daya saing produk di pasar. Penelitian menggunakan pendekatan kualitatif dengan desain studi kasus eksploratif pada lima UMKM di Kota Tangerang Selatan, Provinsi Banten, yang dilaksanakan selama enam bulan (Januari–Juni 2026) melibatkan sepuluh informan (lima pelaku usaha dan lima konsumen). Data dikumpulkan melalui wawancara semi-terstruktur, observasi, dan dokumentasi, kemudian dianalisis dengan analisis tematik mengikuti tahapan Braun dan Clarke (2006, 2021) serta ditriangulasi mengikuti kriteria keabsahan Lincoln dan Guba (1985). Ecopreneurship berperan sebagai mekanisme yang menerjemahkan orientasi keberlanjutan menjadi keputusan bisnis konkret pemilihan bahan, desain, proses produksi, dan komunikasi pemasaran. Green product performance terbentuk bukan semata dari atribut ramah lingkungan, melainkan dari interaksi antara kualitas fungsional, harga, kepercayaan konsumen terhadap informasi keberlanjutan, dan dukungan stakeholder (pemasok, konsumen, komunitas, mitra usaha). Berbeda dari studi terdahulu yang umumnya menempatkan ecopreneurship sebagai anteseden yang diuji secara statistik terhadap kinerja (Afum et al., 2024; Oduro, 2024), penelitian ini mengungkap proses di baliknya secara kualitatif pada konteks UMKM dan startup di Indonesia yang masih jarang dieksplorasi (Rodrigues & Franco, 2023). Implikasinya, penguatan kapabilitas ecopreneur, edukasi konsumen, dan kolaborasi stakeholder diperlukan untuk memperkuat posisi produk hijau dan mendukung ekonomi sirkular.
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