Agropreneurship and Green Innovations: Exploring the Synergy Between Sustainable Practices and Profitability in the Agribusiness Sector

Sustainable agropreneurship is gaining traction in the agribusiness sector as a strategy to strike a balance between environmental sustainability and profitability. This study aims to explore the synergy between green innovation and agropreneurship practices in increasing the competitiveness and sustainability of agribusiness businesses. Using literature study methods and library research approaches, this study analyzes various agropreneurship models based on green innovation that have been implemented in various countries. The results of the study show that the application of environmentally friendly technology, resource efficiency, and diversification of agricultural products contribute significantly to increasing productivity and market competitiveness. In addition, marketing strategies based on sustainability values are increasingly becoming a major factor in attracting consumers who have high ecological awareness. However, challenges such as limited access to green technology, lack of policy support, and financial barriers remain obstacles to the widespread implementation of sustainable agropreneurship. Therefore, collaboration between the government, academics, and business actors is needed to create an agribusiness ecosystem that supports green innovation. The conclusion of this study confirms that the integration of sustainable practices and profitability orientation in agropreneurship not only has a positive impact on the economic growth of the agribusiness sector, but also on environmental sustainability. This study is expected to be a reference for policymakers and agribusiness practitioners in designing more effective strategies to achieve sustainable economic growth.