Synergizing Traders and Consumer Roles in Circular Agri-Food Supply Chain

Abstract

The present study investigates the respective contributions of traders and consumers in advancing 
sustainability throughout the supply chain, specifically examining the traditional marketplaces and small and medium 
enterprises (SMEs) located in West Bandung Regency, West Java, Indonesia. With its prominent position as a 
vegetable producer in the region, West Bandung Regency encounters notable obstacles with agricultural and food 
waste. This makes it an optimal site for studying circular supply chain initiatives. Utilizing a mixed-methods 
methodology, this study integrates qualitative and quantitative data to examine the present condition of sustainability 
in the local supply chain. The results indicate that although traders are making increasing attempts to embrace 
sustainable methods, formidable obstacles persist, such as restricted availability of resources and technology. Despite 
growing awareness of sustainability, consumers frequently exhibit purchase patterns that do not align with their 
expressed preferences. The study highlights significant prospects for improving cooperation between traders and 
consumers, principally through educational efforts and government-backed programs. This study enhances the 
comprehension of circular supply chains in developing economies by providing practical suggestions for stakeholders 
in West Bandung Regency to collaborate their efforts in order to establish a more robust and ecologically sensitive 
supply chain. The findings derived from this study also establish a basis for further investigation in comparable 
settings, emphasizing the significance of collaboration between traders and consumers in attaining sustainable 
objectives.