Consumer Behavior in Advancing Circular Economy Practices at Dapur Tara Flores

I Made Krystya Darma; Liv Artha Chang; J. A. Wempi

doi:10.37535/

Authors

I Made Krystya Darma LSPR Institute of Communication and Business
Liv Artha Chang LSPR Institute of Communication and Business
J. A. Wempi LSPR Institute of Communication and Business

DOI:

https://doi.org/10.37535/

Keywords:

consumer behaviour, marketing, communication, sustainability

Abstract

This study examines how circular economy practices are communicated and implemented by Dapur Tara, a community-based culinary enterprise in Liang Ndara Village, East Nusa Tenggara. Motivated by the Indonesian government’s agenda for a sustainable economic recovery, the research addresses the gap between national circular-economy strategies and their adoption at the grassroots level. Employing a qualitative case study design under a constructivist paradigm, data were collected through direct observation and in-depth interviews with the business owner and selected consumers. The findings demonstrate that Dapur Tara operationalizes circular principles through practices such as organic sourcing, eco-conscious waste management, and the use of reusable packaging, while simultaneously embedding these practices into its marketing communication strategies. Communication is delivered through interactive, culturally rooted experiences and digital platforms, effectively resonating with environmentally conscious tourists. The study highlights the potential of experiential and participatory communication to influence sustainable consumer behavior and strengthen the impact of circular economy models at the local level, while also identifying infrastructure limitations as key challenges to scalability.

References

Alfakihuddin, M. L. B., Zakiyyah, N. H., & Praditha, O. (2022). Strategi Pengembangan Bisnis Ramah Lingkungan dalam Merebut Pasar di Era Circular Economy. Prosiding Seminar Teknologi, Akuntansi, Bisnis, Ekonomi, dan Komunitas, 2. https://doi.org/10.35912/stabek.v1i6.41

Alfansyur, A., & Mariyani. (2020). Seni Mengelola Data: Penerapan Triangulasi Teknik, Sumber, dan Waktu Pada Penelitian Pendidikan Sosial. HISTORIS: Jurnal Kajian, Penelitian & Pengembangan Pendidikan Sejarah, 5(2), 146 - 150. https://doi.org/10.31764/historis.vXiY.3432

Arruda, E. H., Mellato, R. A. P. B., Levy, W., & de Melo Conti, D. (2021). Circular economy: A brief literature review (2015–2020). Sustainable Operations and Computers, 2, 79 - 86. https://doi.org/10.1016/j.susoc.2021.05.001

BSN. (2022, June 18). Memahami Konsep Ekonomi Sirkular dalam Mendorong Pemulihan Ekonomi yang Berkelanjutan - BSN. Badan Standardisasi Nasional. Retrieved September 29, 2024, from https://www.bsn.go.id/main/berita/detail/12996/memahami-konsep- ekonomi-sirkular-dalam-mendorong-pemulihan-ekonomi-yang-berkelanjutan

Irawati, D., Natsir, N. F., & Haryanti, E. (2021). Positivisme, Pospositivisme, Teori Kritis, dan Konstruktivisme dalam Perspektif “Epistemologi Islam”. Jurnal Ilmiah Ilmu Pendidikan, 4(8), 870-880.

Kementerian PPN. (n.d.). Ekonomi Sirkular – LCDI. LCDI. Retrieved September 29, 2024, from https://lcdi-indonesia.id/ekonomi-sirkular/

Khoiruman, M. A., Ningrum, N. L., Satriyo, G., Istiari, N. R., Pratiwi, Y. M., Irawan, D. H., Suwarso, S., Janoko, J., Ahmad, F., & Nurdian, Y. H. (2024). Penyuluhan dan Pelatihan Pengolahan Sampah Organik dan Anorganik Menjadi Berkah di Dusun Gunung Remuk Ketapang Kalipuro Banyuwangi. Journal of Human and Education, 4(4), 193-201. https://doi.org/10.31004/jh.v4i4.1201

Megaartha, S. A. M. R. (2021). Optimalisasi dan Adaptasi Kultur Perekonomian Baru di Era Pandemi Covid-19 Guna Menggerakkan Roda Perekonomian Khususnya Pada Usaha Penginapan di Bali. Jurnal Ilmiah Bidang Keuangan Negara, 1(1), 18 - 29. https://doi.org/10.31092/jaa.v1i1.1085

Milke, M., & Vanel, Z. (2024). Strategi IMC Sekolah Alam Tondo Lino Untuk Membangun Brand Awareness. Jurnal Communio, 13(1). https://doi.org/10.35508/jikom.v13i1.8315

Muhyiddin, M. (2020). Covid-19, New Normal, dan Perencanaan Pembangunan di Indonesia. Jurnal Perencanaan Pembangunan: The Indonesian Journal of Development Planning, 4(2), 240 - 252. https://doi.org/10.36574/jpp.v4i2.118

Ompusunggu, V. M. (2018). Dampak Pembangunan Infrastruktur Jalan Terhadap Pertumbuhan Ekonomi Masyarakat Di Desa Semangat Gunung, Kabupaten Karo, Sumatera Utara.

Purba, B., Br Kaban, N. S., Hutahaean, R. P. L., Zandroto, T. R., & Dirham, I. N. (2024). Konsep Ekonomi Sirkular Model Circular Bisnis Circular dan Ekonomi Karbon Sirkular. Economic Reviews Journal, 3(3), 2029 - 2024. 10.56709/mrj.v3i3.305

Rusandi, & Rusli, M. (2021). Merancang Penelitian Kualitatif Dasar/Deskriptif dan Studi Kasus. Al-Ubudiyah: Jurnal Pendidikan dan Studi Islam, 2(1), 48 - 60.

Susanto, D., Risnita, & Jailani, M. S. (2023). Teknik Pemeriksaan Keabsahan Data Dalam Penelitian Ilmiah. QOSIM: Jurnal Pendidikan, Sosial, & Humaniora, 1(1). https://doi.org/10.61104/jq.v1i1.60

Tomasila, F. G.M., & Vanel, Z. (2023). Strategi Integrated Marketing Communication TVRI Maluku Dalam Membangun Citra. Jurnal Communio, 12(1). https://doi.org/10.35508/jikom.v12i1.8620

Turner, P. (2017). Implementing integrated marketing communications (IMC) through major event ambassadors. European Journal of Marketing, 51(3), 605-626. https://doi.org/10.1108/EJM-09-2015-0631

Velenturf, A. P.M., & Purnell, P. (2021). Principles for a Sustainable Circular Ecnomy. Sustainable Production and Consumption, 27, 1437 - 1457. https://doi.org/10.1016/j.spc.2021.02.018

Yulistina, Khoirina, S., Rizaldy, & Paramita, C. C. P. (2025). Analisis Dampak Ekonomi Sirkular terhadap Keberlanjutan Bisnis di Industri Kreatif Kuliner Lokal Indonesia. Sanskara Ekonomi dan Kewirausahaan, 3(2), 68-74. 10.58812/sek.v3i02