EXTENDING THE BUSINESS MODEL CANVAS FOR SUSTAINABLE SMALLHOLDER COFFEE FARMING: INTEGRATING DIGITAL MARKETING, GREEN FINANCE, AND CIRCULAR ECONOMY

Masyadi; Mukhlis  Abbas; Andi Zulfayani

doi:10.59267/ekoPolj2602391M

Authors

Masyadi Lamappapoleonro University, Soppeng, Sulawesi, Indonesia https://orcid.org/0000-0001-8299-099X
Mukhlis Abbas Lamappapoleonro University, Soppeng, Sulawesi, Indonesia https://orcid.org/0009-0007-0004-6518
Andi Zulfayani Universitas Lamappapoleonro, Soppeng, Sulawesi, Indonesia https://orcid.org/0009-0009-9045-7947

DOI:

https://doi.org/10.59267/ekoPolj2602391M

Keywords:

Business Model Canvas, digital marketing, green finance, circular economy, smallholder coffee

Abstract

This study develops and validates an Extended BusinessModel Canvas (BMC) integrated with the Triple BottomLine (TBL) principles, focusing on digital marketing, greenfinance, and circular economy practices for smallholdercoffee farming in Soppeng Regency, Indonesia. Using amixed-methods explanatory sequential design, the studycombined exploratory fieldwork, participatory modeldevelopment, and pilot testing with 100 farmers. Theresults showed a 44% increase in gross monthly income,a 26% increase in sales volume, a 14% rise in averageselling prices, and significant environmental benefitssuch as 47% waste recycling and 32% reduced chemicalfertilizer use. Regression analysis indicated that digitalreadiness, cooperative networks, and institutional supportwere key drivers of adoption, while limited capital andpoor infrastructure remained persistent barriers. This studyhighlights integrated approaches to smallholder farmingthat promote positive social, environmental, and economicimpacts, contributing to the achievement of sustainabledevelopment goals and advancing Sustainable BusinessModel Innovation (SBMI) literature.

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