Abstract
Coffee pulp waste is one of the most significant industrial wastes today because, in the last three years, the coffee business has increased in Indonesia, especially in urban areas. Coffee pulp waste has economic value if it can use it. This study is conducted to (1) describe the interest of coffee shops in South Jakarta to provide coffee pulp waste as cosmetic raw materials, (2) to apply green marketing as a social business strategy to develop creative industries. This research is a qualitative descriptive study with a case study approach. To discover coffee shop owners' interests to utilize coffee grounds waste, data collection through interviews with 30 coffee shop owners in South Jakarta, and observation. Determine the strategy of implementing green marketing in coffee shops through the utilization of coffee grounds waste produced. The results showed that coffee shops in South Jakarta produced 1-5 kg of coffee waste per day. All owners have not utilized the coffee grounds waste. The interview results showed the coffee shop owner's desire to provide coffee pulp waste produced for use as raw material for making cosmetics. Utilizing this coffee pulp waste can lead to new businesses that can be developed as creative industries. The new company is a social business that impacts solving social problems, namely creating new jobs in environmentally friendly cosmetics made from coffee grounds waste.
Highlights
Around the end of 1980, a new term emerged in marketing
One of the efforts to reduce food and beverage waste can be started by sorting waste, sorting food and beverage raw material waste by paying attention to waste sorting rules, namely reuse, reduce, and recycle
This needs to be done so that the sorted waste from food and beverage processing can be used as raw material for other products
Summary
The name knew the new time of Green marketing. The campaign about green marketing is growing and makes the business world more susceptible to getting the environment. The magnitude of the business world's concern in the background certainly makes a significant change to its running. These changes pose new challenges that must be answered by business challenges. This challenge can be seen as a challenge and an opportunity. Eco-labeling, eco-brand, and advertising environments are Green Marketing Tool. The label will help businesses create environmentally friendly products and waste processing industries better, resulting in damage or environmental pollution
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