WASTE MANAGEMENT-BASED BUSINESS DEVELOPMENT STRATEGY TO REALIZE GREEN ENTREPRENEURSHIP A LITERATURE STUDY

Suci Cahyati; Chairia; Lisnawati  Ginting; Dina Meilisa

doi:10.37729/segmen.v22i2.7944

Suci Cahyati Universitas Satya Terra Bhinneka
Chairia Universitas Satya Terra Bhinneka
Lisnawati Ginting Universitas Satya Terra Bhinneka
Dina Meilisa Universitas Satya Terra Bhinneka

DOI: https://doi.org/10.37729/segmen.v22i2.7944

Abstract

The escalating waste problem in Medan City presents a strategic opportunity to develop waste management-based businesses that foster green entrepreneurship. However, implementation remains hindered by low public awareness, limited institutional capacity, and a lack of digital marketing skills among MSMEs. This study aims to examine strategies for developing waste management businesses through a literature review approach.

Based on a synthesis of the literature, three propositions were formulated: waste management fosters circular economy practices (P1), the circular economy drives green entrepreneurship (P2), and waste management directly influences green entrepreneurship (P3). The findings indicate that all three propositions are supported by empirical evidence. The study offers a theoretical contribution by integrating three theories to explain the transformation of waste into entrepreneurial resources, and a practical contribution by providing strategic recommendations for business operators and local government to promote sustainable waste management in Medan City

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