Digital Harmony and Sustainable Future through Diffusion of Eco-Friendly Packaging Innovation “Beeswax Wrap”

The objects of this research are Perceived attributes of innovation (PAI), Communication channel (CC), Social system (SS), Change agent's Promotion Efforts (CAP), and Innovation Adoption Rate (IAR). This research uses a mixed method, where the quantitative stage identifies the main driving factors for the adoption of beeswax wrap innovation, and the qualitative stage observes the process of making beeswax wrap. The research instrument used a questionnaire distributed cross-sectionally in Bandung Municipality during January-March 2025 and continued with observation and interviews with beeswax wrap business actors in Bandung Municipality.