PEMBERDAYAAN GENERASI Z MELALUI GREEN ENTREPRENEURSHIP

Abstract

The development of sustainable entrepreneurship has become an important strategy in encouraging young generations to participate in solving environmental and economic challenges. This community service activity aims to empower Generation Z through green entrepreneurship by providing knowledge, skills, and practical experience in developing and marketing environmentally friendly products. The activity was conducted through several stages, including situation analysis, entrepreneurship education, product development assistance, marketing strategy training, and direct marketing practice at Car Free Day Vatulemo, Palu City, on June 7, 2026. The participants involved were young people from Generation Z who were encouraged to create innovative products based on environmental awareness principles, such as waste reduction, product reuse, and sustainable consumption. The results showed that participants experienced increased understanding of green business concepts, improved marketing skills, and greater awareness of sustainable economic opportunities. The implementation of direct marketing activities provided participants with practical experience in communicating product value, understanding consumer preferences, and utilizing digital marketing strategies. This program demonstrates that green entrepreneurship empowerment can become an effective approach to developing young entrepreneurs who are economically productive while contributing to environmental sustainability. Further programs are recommended to strengthen business incubation, digital branding, and long-term mentoring for young green entrepreneurs.