Ecopreneurship is still a new concept both from academic studies and in practical implementation. With the increasing of the netizen’s awareness about the organic food, this opens opportunities for entrepreneur who is concern about the environmental situation to start an environmentally friendly food business, which would also lead to ecopreneurship practice. There is still a minimum implementation of ecopreneurship practice, moreover in food business in Indonesia. This research is conducted in order to analyze the implementation of ecopreneurship aspects: eco – innovation, eco – commitment, and eco-opportunities in organic food business, which took place in Bandung. This research is meant to figure out how far have the business implemented the ecopreneurship aspects and how is it categorized in each aspects. The type of this research is qualitative method with a case study analysis. The result shows that, Toko Organic has implemented the ecopreneuship aspects. Eco – Innovation aspect in category 2: a minor product improvement. In Eco – Commitment aspect is categorized as having the continuance commitment, and in Eco – Opportunities aspect considered to be pursuing the imperfect information. These categories are considered to be a good implementation of ecopreneurship aspects, however more implementation that could lead to a change in category may happen in the future.
Keywords: ecopreneurship, eco-innovation, eco-commitment, eco-opportunities, organic food, healthy lifestyle