Sustainable Business to Customer Value Co -Creation Model : A Novel Theory

Since the Covid-19 pandemic and its aftermath, the public's need for healthy food has been very high. One of them is vegetables and fruits. We get healthy vegetables from organic vegetables. The problem of demand and supply of organic vegetables is still large and there are obstacles in marketing and needed strategic management. The existence of online marketing platforms that also developed during the Covid pandemic, but not a few immediately stopped after the pandemic passed. The public's need to sell or buy necessities is still high with an online system, including several vegetable and organic product platforms. known as Business to Customer (B2C) Marketing strategies that use a shared value creation approach (Value co-creation or VCC) are still rarely carried out. The purpose of this study is to see the large demand and supply, sustainable vegetable business models by implementing a value co-creation model on the platform The research method is a mix of quantitative methods with Confirmatory Factor Analysis (CFA) and qualitative with Structural Equation Modeling (SEM) Lisrel analysis test tools), In 200 consumer respondents with random sampling , and organic vegetable supporting actors in eight regions where there are organic vegetable producers with purposive sampling , in March 2022 to March 2023. The results of the study are that the demand and supply of organic vegetables in West Java need to pay attention to the right price and quantity to achieve market balance. The sustainable organic vegetable VCC B2C model is the DSRT model that refines the DART model.