ABSTRACT
This research aims to identify a model of business governance and business behavior for greengrocers, fish sellers, butchers, and chicken sellers at traditional markets in Jambi province, Indonesia. This research used a mixed qualitative and quantitative method following a sequential exploratory design. Results of this study indicated that business governance among greengrocer, fish seller, butcher, and chicken seller at traditional markets reflected aspects of business ethics, openness, fairness, and equality. These aspects have significantly positive impacts on business behavior, reflected in traders taking risks and being proactive in facing competition.
