Green Entrepreneurship sebagai Strategi Hilirisasi Produk Kayu Berkelanjutan: Studi Konseptual pada Pengembangan Engineered Wood Product (EWP) di PT Jaya Cemerlang Industry

The transition toward a green economy, the Net Zero Emission (NZE) target, and the growing market demand for legal, sustainable, and traceable wood products have encouraged Indonesia's forestry industry to develop sustainability-oriented innovations. One of these innovations is Engineered Wood Products (EWP), which utilize fast-growing timber to produce high value-added products. Although research on green entrepreneurship has expanded considerably, studies integrating green entrepreneurship, green innovation, green branding, forestry downstreaming, and the Timber Legality and Sustainability Verification System (SVLK) in the development of EWP in Indonesia remain limited. This study aims to analyze the implementation of green entrepreneurship in the development of "Kayu Pintar" as a sustainable forestry downstreaming strategy. The study employs a qualitative descriptive approach using the library research method. Data were collected from reputable scientific publications, government documents, and industry publications as implementation illustrations, and were analyzed using content analysis. The findings indicate that EWP development enhances the value of fast-growing timber, improves raw material utilization efficiency, and reduces pressure on natural forests. Furthermore, the implementation of SVLK and green branding strategies strengthens product legality, sustainability, and competitiveness. The integration of green entrepreneurship, green innovation, green branding, and SVLK contributes to improving the competitiveness and export performance of Indonesia's forestry products.