Citation:

Laely Dwi Navitasari, Muhamad Wahyu Rahmadani Is Arafi, Siti Maria Wardayati. "Green Marketing, Sustainability Reporting, and Sustainable Entrepreneurship: A Case Study of Kopi Nako Daur Baur in Driving a Net-Zero Business" International Research Journal of Economics and Management Studies, Vol. 5, No. 1, pp. 191-196, 2026. Crossref. http://doi.org/10.56472/25835238/IRJEMS-V5I1P123

Abstract:

The purpose of this study is to analyze the role of green marketing, sustainability reporting, and sustainable entrepreneurship in supporting sustainable business transformation towards net zero, with a case study of Kopi Nako Daur Baur as a medium-sized enterprise in the Indonesian F&B sector. This study uses a qualitative approach with a systematic literature review (SLR) combined with a case study of literature obtained from indexed academic articles and Kopi Nako's public documentation. Thematic analysis was conducted to identify key patterns and themes related to sustainability practices. The results show that Kopi Nako has successfully integrated sustainability practices in three main aspects: (1) green marketing through the Daur Baur program, digital campaigns, and community activities that increase consumer loyalty; (2) informal sustainability reporting through digital communication that serves as initial transparency; and (3) sustainable entrepreneurship through a circular economy-based business model that combines profitability, social empowerment, and environmental awareness. These findings support the literature that emphasizes the importance of green marketing, reporting transparency, and sustainable entrepreneurship as drivers of a company's legitimacy and long-term value. Practically, this study provides insight that MSMEs can implement sustainability strategies gradually without having to wait for the implementation of formal standards, thereby remaining relevant in a competitive market that is increasingly concerned with environmental issues. This study contributes to the literature by presenting empirical evidence from the Indonesian context, particularly the MSME F&B sector, which is rarely studied in relation to the integration of green marketing, sustainability reporting, and sustainable entrepreneurship to support business transformation towards net zero.

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Keywords:

Green Marketing, Sustainability Reporting, Sustainable Entrepreneurship.