MENGENAL KONSEP ECOPRENEURSHIP DALAM MENGHADAPI GREENWASHING
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Abstract
The latest trend indicate an increasing demand for green products, which
causes the emergence of the greenwashing phenomenon. In practice,
greenwashing is carried out by the companies solely to get an eco-friendly image
without actually carrying out activities that have an impact on the environment.
The purpose of this paper is to describe the understanding of the concept of
ecopreneurship which can be a solution to deal with the greenwashing
phenomenon. The method used in this paper is descriptive analysis, where data
collection is obtained from literature studies, and data processing is carried out
by descriptive methods based on secondary data that has been obtained. From the
result, it was found that ecopreneurship has three main elements: eco-innovation,
eco-commitment, and eco-opportunity. However, in practice, ecopreneurship still
has challenges, including the need for support and involvement of various parties
because this concept is just developing, and its application in the field of
entrepreneurship is still relatively small.
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