<![CDATA[This study aims to analyze the implementation of green entrepreneurship through green breeding innovation as a sustainable entrepreneurship model in the pet care industry, with Pussy Kennel in Bali as the research object. The study employed a qualitative approach using a case study method supported by a simple survey involving 50 respondents. Data were collected through observation, in-depth interviews, documentation, and questionnaires distributed to cat enthusiasts, adopters, and individuals interested in pet care. The results indicate that Pussy Kennel successfully implements green entrepreneurship by integrating sustainability, animal welfare, green marketing, and business innovation into its business operations. The implementation is reflected in the use of a cage-free system, biodegradable cat litter, organic waste management into compost, health and pedigree certification, Green Adoption Kits, and after-adoption consultation services. In addition, community-based digital marketing strategies through social media and websites strengthen brand awareness and build long-term relationships with consumers. Survey findings reveal that 86% of respondents are willing to pay more for cats raised through ethical and environmentally friendly breeding practices. These findings indicate that consumer awareness regarding animal welfare and sustainability is increasing, making green breeding a promising sustainable business model in the pet care industry. This study concludes that green breeding innovation not only generates economic benefits but also creates positive social and environmental impacts while serving as a competitive differentiation strategy in the modern pet breeding industry.]]>
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