An Eco-Friendly Ready-To-Eat Food Supply Chain through Design Thinking as Core Concept for Gen Z
Keywords:
Supply Chain, Ready-to-Eat Food, Eco-Friendly, Design Thinking, Gen ZAbstract
This academic article aimed to 1) analyze the supply chain management of eco-friendly ready-to-eat food business through design thinking as core concept for Gen Z and 2) propose guidelines for improving supply chain of eco-friendly ready-to-eat food business through design thinking as core concept for Gen Z. Data were retrieved from relevant textbooks and academic articles. The findings from literature review were analyzed to develop the guidelines for development of the eco-friendly ready-to-eat food supply chain through design thinking as core concept for Gen Z. The study results showed that ready-to-eat food businesses are facing challenges from the behavior of younger consumers who are increasingly concerned about environmental issues. Ready-to-eat food businesses can improve or develop their supply chains through design thinking to design eco-friendly ready-to-eat food products which meet the needs of Gen Z consumers. The business should follow the steps as: 1) Empathize to understand the needs and concerns of the target consumers when making purchasing decisions; 2) Define to clearly define the scope of the problem; 3) Ideate to gather solutions to improve the production process from all involved stakeholders from upstream to downstream; 4) Prototype to create a product model to launch in the market; and 5) Test to determine how well the business's product meets the needs of the target consumers. Therefore, ready-to-eat food businesses could apply design thinking as a concept for managing their supply chain to develop their eco-friendly ready-to-eat food products.
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