GREEN INNOVATION STRATEGY IN PROMOTING SUSTAINABILITY: A CASE STUDY OF UD BOKOR ROTAN INDAH
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Objective: This study aims to analyze the implementation of green innovation strategies in promoting business sustainability at UD Bokor Rotan Indah, a trading enterprise engaged in rattan and woven handicraft production. This research is based on a decline in sales over the past two years, along with increasing market demand for environmentally friendly and sustainable products. Method: This research employs a qualitative descriptive approach, with data collected through interviews, observations, and documentation. The green innovations examined in this study include product, process, organizational, and business model innovations oriented toward resource efficiency and environmental impact reduction. Results: The findings indicate that the implementation of green innovation strategies enhances business competitiveness, expands market opportunities, and supports the economic and environmental sustainability of UD Bokor Rotan Indah. Novelty: The green innovations examined in this study include product, process, organizational, and business model innovations oriented toward resource efficiency and environmental impact reduction.
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