GREEN POLICY MEETS RETAIL EFFICIENCY: THE CASE OF PLASTIC BAG BAN IN ALFAMART, BANYUMAS

Abstract

This research aims to analyze how the plastic bag reduction policy contributes to operational efficiency in the retail sector, using Alfamart in Banyumas Regency, Indonesia, as a case study. This policy is part of the local government's green economy initiative to reduce plastic waste and promote sustainable business practices. The study adopts a qualitative descriptive approach, utilizing in-depth interviews with Alfamart management, local government officials, and consumers, complemented by SWOT analysis. The findings indicate that eliminating single-use plastic bags leads to significant cost savings, particularly by removing expenses associated with plastic bag procurement. Furthermore, the company gains additional revenue from selling eco-friendly bags and related sustainable products. This policy also enhances the brand image as an environmentally responsible business. However, the research identifies initial challenges, including consumer resistance and behavioral adaptation issues, which could lead to temporary customer loss. Despite these challenges, continuous consumer education and promotional strategies effectively mitigate the negative impacts. The SWOT analysis further reveals that the company is in a strong position to transform environmental regulations into competitive advantages through operational efficiency and market differentiation. The practical implication highlights that environmental policies can serve not only as compliance measures but also as business strategies to improve cost efficiency and competitiveness. Limitations of this study include a narrow focus on one retail chain and a specific type of waste reduction. Future research is recommended to explore broader waste management impacts, apply quantitative methods, and conduct longitudinal studies to assess long-term behavioral changes.