<![CDATA[Abstract: This research was motivated by environmental problems caused by batik production processes that still use chemical materials and generate waste with the potential to pollute the environment. The green product concept has become one of the efforts to create environmentally friendly and sustainable production. This study aims to identify the implementation of the green product concept, the supporting and inhibiting factors, and its impact on environmental awareness at UMKM Batik Ariny Sentuhan Warna Alam Jambi. This study employed a qualitative approach with a descriptive research type. Data were collected through interviews, observations, and documentation. The research informants consisted of the business owner and batik artisans. Data analysis techniques used the Miles and Huberman model, while data validity was tested through source and technique triangulation. The results showed that the green product concept was implemented through the use of natural dyes, reduction of chemical materials, management of production waste, and the application of environmentally friendly production practices. Supporting factors included the environmental awareness of business actors, the availability of natural materials, and community support. Meanwhile, inhibiting factors included limited natural raw materials, longer production processes, and higher production costs. The implementation of the green product concept had positive impacts on the environment, increased the comfort of the surrounding community, and enhanced environmental awareness among business actors and the community. Therefore, the green product concept implemented by UMKM Batik Ariny Sentuhan Warna Alam Jambi is able to support the creation of more environmentally friendly and sustainable batik production. Keywords: green product, environmentally friendly production, batik MSMEs, environmental sustainability Abstrak: Penelitian ini dilatarbelakangi oleh permasalahan lingkungan akibat proses produksi batik yang masih menggunakan bahan kimia dan menghasilkan limbah yang berpotensi mencemari lingkungan. Konsep green product menjadi salah satu upaya untuk mewujudkan produksi yang ramah lingkungan dan berkelanjutan. Penelitian ini bertujuan untuk mengetahui penerapan konsep green product, faktor pendukung dan penghambat, serta dampaknya terhadap kesadaran lingkungan pada UMKM Batik Ariny Sentuhan Warna Alam Jambi. Penelitian ini menggunakan pendekatan kualitatif dengan jenis penelitian deskriptif. Data diperoleh melalui wawancara, observasi, dan dokumentasi. Informan penelitian terdiri dari pemilik usaha dan pengrajin batik. Teknik analisis data menggunakan model Miles dan Huberman, sedangkan keabsahan data diuji melalui triangulasi sumber dan teknik. Hasil penelitian menunjukkan bahwa konsep green product diterapkan melalui penggunaan pewarna alami, pengurangan bahan kimia, pengelolaan limbah produksi, dan penerapan produksi ramah lingkungan. Faktor pendukung meliputi kesadaran pelaku usaha, ketersediaan bahan alami, dan dukungan masyarakat, sedangkan faktor penghambat meliputi keterbatasan bahan baku alami, proses produksi yang lebih lama, dan biaya produksi yang lebih tinggi. Penerapan konsep green product memberikan dampak positif terhadap lingkungan, meningkatkan kenyamanan masyarakat sekitar, serta membangun kesadaran lingkungan bagi pelaku usaha dan masyarakat. Dengan demikian, konsep green product pada UMKM Batik Ariny mampu mendukung terciptanya produksi batik yang lebih ramah lingkungan dan berkelanjutan. Kata kunci: green product, produksi ramah lingkungan, UMKM batik, keberlanjutan lingkungan.]]>
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