Green Brand Characteristics For The Entrepreneurs

Abstract

The environmental damage caused by the business world has been going on for decades.
Environmental awareness has become an important issue for entrepreneurs. Green brand
scale as a form of identifier (physical evidence) and differentiator (differentiator) for a
product that is committed to the environment. The purpose of this study to identify the
character of the green brand on entrepreneurs in the city of Makassar. This study used
survey, resource as many as six young business actors with various products / services.
research data is processed qualitatively descriptive. The results of the research obtained
can be concluded that community awareness of the environment causes the product with
the green brand identity has effectively increased the attractiveness of the prospective
consumers who have a high concern for the environment, and with the green brand,
business actors are aware that their products are a means to provide environmental
education to potential customers.