Integrating Green Accounting Into Marketing Strategies For Sustainability Brand Image Among Gen-Z Consumers
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Published:
Apr 2, 2024
Keywords:
Brand image, Green Accounting, Gen-Z, Marketing
Section
Acounting
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Abstract
This research aims to explore how Generation Z responds to green accounting practices and its impact on brand image, as well as to formulate appropriate marketing strategies based on these findings. The research method employed is qualitative with a phenomenological approach. Data were collected through in-depth interviews, and data analysis was conducted using a thematic approach to identify thematic patterns emerging from interviews and observations. The results of the study indicate that Generation Z responds positively to green accounting practices, considering it a key differentiator in brand selection. The implementation of green accounting has a positive impact on brand image, with respondents perceiving companies adopting green accounting practices as pioneers and leaders in conducting business responsibly. Subsequently, based on the research findings, formulating marketing strategies that consider sustainability values becomes crucial in meeting the preferences and expectations of Generation Z
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How to Cite
Hamizar, A., Tubalawony, J., Yaman, A., & Maruapey, M. W. (2024). Integrating Green Accounting Into Marketing Strategies For Sustainability Brand Image Among Gen-Z Consumers. Indonesia Auditing Research Journal, 13(1), 11–20. https://doi.org/10.35335/arj.v13i1.234
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Chuah, S. H. W., El-Manstrly, D., Tseng, M. L., & Ramayah, T. (2020). Sustaining customer engagement behavior through corporate social responsibility: The roles of environmental concern and green trust. Journal of Cleaner Production, 262. https://doi.org/10.1016/j.jclepro.2020.121348
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Dabija, D. C., Bejan, B. M., & Pușcaș, C. (2020). A Qualitative Approach to the Sustainable Orientation of Generation Z in Retail: The Case of Romania. Journal of Risk and Financial Management, 13(7). https://doi.org/10.3390/jrfm13070152
Dang, V. T., Nguyen, N., & Wang, J. (2020). Consumers’ perceptions and responses towards online retailers’ CSR. International Journal of Retail & Distribution Management, 48(12), 1277–1299. https://doi.org/10.1108/IJRDM-10-2019-0339
Dasmaran, V., Agoes, S., & Gunawan, J. (2017). Green Accounting Measurement consists of 6 Dimensions of 16 Indicators. International Journal of Business, Economics and Law, 26. https://petrominer.com/ini-cost-pengelolaan-limbah-b3
Dhar, B. K., Sarkar, S. M., & Ayittey, F. K. (2022). Impact of social responsibility disclosure between implementation of green accounting and sustainable development: A study on heavily polluting companies in Bangladesh. Corporate Social Responsibility and Environmental Management, 29(1), 71–78. https://doi.org/10.1002/csr.2174
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Goldring, D., & Azab, C. (2021). New rules of social media shopping: Personality differences of U.S. Gen Z versus Gen X market mavens. Journal of Consumer Behaviour, 20(4), 884–897. https://doi.org/https://doi.org/10.1002/cb.1893
Hasan, Md. M., Nekmahmud, Md., Yajuan, L., & Patwary, M. A. (2019). Green business value chain: a systematic review. Sustainable Production and Consumption, 20, 326–339. https://doi.org/https://doi.org/10.1016/j.spc.2019.08.003
Hussain, N., Rigoni, U., & Orij, R. P. (2018). Corporate Governance and Sustainability Performance: Analysis of Triple Bottom Line Performance. Journal of Business Ethics, 149(2), 411–432. https://doi.org/10.1007/s10551-016-3099-5
Joshi, R., & Garg, P. (2021). Role of brand experience in shaping brand love. International Journal of Consumer Studies, 45(2), 259–272. https://doi.org/https://doi.org/10.1111/ijcs.12618
Maama, H., & Appiah, K. O. (2019). Green accounting practices: lesson from an emerging economy. Qualitative Research in Financial Markets, 11(4), 456–478. https://doi.org/10.1108/QRFM-02-2017-0013
Mahmoud, T. O. (2018). Impact of green marketing mix on purchase intention. International Journal of ADVANCED AND APPLIED SCIENCES, 5(2), 127–135. https://doi.org/10.21833/ijaas.2018.02.020
Marliawati, A., & Cahyaningdyah, D. (2020). Management Analysis Journal Impacts the Brand of Experience and Brand Image on Brand Loyalty: Mediators Brand of Trust Article Information. In Management Analysis Journal (Vol. 9, Issue 2). http://maj.unnes.ac.id
Papadas, K. K., Avlonitis, G. J., Carrigan, M., & Piha, L. (2019). The interplay of strategic and internal green marketing orientation on competitive advantage. Journal of Business Research, 104, 632–643. https://doi.org/10.1016/j.jbusres.2018.07.009
Priporas, C.-V., Stylos, N., & Fotiadis, A. K. (2017). Generation Z consumers’ expectations of interactions in smart retailing: A future agenda. Computers in Human Behavior, 77, 374–381. https://doi.org/https://doi.org/10.1016/j.chb.2017.01.058
Ramesh, K., Saha, R., Goswami, S., Sekar, & Dahiya, R. (2019). Consumer’s response to CSR activities: Mediating role of brand image and brand attitude. Corporate Social Responsibility and Environmental Management, 26(2), 377–387. https://doi.org/https://doi.org/10.1002/csr.1689
Riyadh, H. A., Al-Shmam, M. A., Huang, H. H., Gunawan, B., & Alfaiza, S. A. (2020). The analysis of green accounting cost impact on corporations financial performance. International Journal of Energy Economics and Policy, 10(6), 421–426. https://doi.org/10.32479/ijeep.9238
Rounaghi, M. M. (2019). Economic analysis of using green accounting and environmental accounting to identify environmental costs and sustainability indicators. International Journal of Ethics and Systems, 35(4), 504–512. https://doi.org/10.1108/IJOES-03-2019-0056
Saud, S., Chen, S., Haseeb, A., & Sumayya. (2020). The role of financial development and globalization in the environment: Accounting ecological footprint indicators for selected one-belt-one-road initiative countries. Journal of Cleaner Production, 250, 119518. https://doi.org/https://doi.org/10.1016/j.jclepro.2019.119518
Scarpellini, S., Marín-Vinuesa, L. M., Aranda-Usón, A., & Portillo-Tarragona, P. (2020). Dynamic capabilities and environmental accounting for the circular economy in businesses. Sustainability Accounting, Management and Policy Journal, 11(7), 1129–1158. https://doi.org/10.1108/SAMPJ-04-2019-0150
Singh, S., Singh, A., Arora, S., & Mittal, S. (2019). Revolution of Green Accounting: A Conceptual Review. 2019 2nd International Conference on Power Energy, Environment and Intelligent Control (PEEIC), 481–485. https://doi.org/10.1109/PEEIC47157.2019.8976544
Szymkowiak, A., Melović, B., Dabić, M., Jeganathan, K., & Kundi, G. S. (2021). Information technology and Gen Z: The role of teachers, the internet, and technology in the education of young people. Technology in Society, 65, 101565. https://doi.org/https://doi.org/10.1016/j.techsoc.2021.101565
Tyson, A., Kennedy, B., Funk, C., & Research, S. (2021). Gen Z, Millennials Stand Out for Climate Change Activism, Social Media Engagement With Issue Majorities of Americans support array of measures to address climate change but stop short of full break with fossil fuels FOR MEDIA OR OTHER INQUIRIES. www.pewresearch.org.
Wahyuddin Abdullah, M., & Yuliana, A. (2018). Abdullah and Yuliana: Corporate Environmental Responsibility: An Effort to Develop… Corporate Environmental Responsibility: An Effort To Develop A Green Accounting Model. In Jurnal Akuntansi: Vol. XXII (Issue 03).
Azizan, N. S., & Yusr, M. M. (2019). THE INFLUENCE OF CUSTOMER SATISFACTION, BRAND TRUST, AND BRAND IMAGE TOWARDS CUSTOMER LOYALTY. International Journal of Entrepreneurship and Management Practices, 2(7), 93–108. https://doi.org/10.35631/ijemp.270010
Bresler, M., Galiullina, S., & Gerasimova, D. (2020). Transformation of the values of Generation Z - Residents of the digital society of sustainable development. E3S Web of Conferences, 208. https://doi.org/10.1051/e3sconf/202020809043
Brin, P., & Nehme, M. N. (2019). CORPORATE SOCIAL RESPONSIBILITY: ANALYSIS OF THEORIES AND MODELS. EUREKA: Social and Humanities, 5, 22–30. https://doi.org/10.21303/2504-5571.2019.001007
Chuah, S. H. W., El-Manstrly, D., Tseng, M. L., & Ramayah, T. (2020). Sustaining customer engagement behavior through corporate social responsibility: The roles of environmental concern and green trust. Journal of Cleaner Production, 262. https://doi.org/10.1016/j.jclepro.2020.121348
Cuesta-Valiño, P., Gutiérrez-Rodríguez, P., & Núnez-Barriopedro, E. (2022). The role of consumer happiness in brand loyalty: a model of the satisfaction and brand image in fashion. Corporate Governance: The International Journal of Business in Society, 22(3), 458–473. https://doi.org/10.1108/CG-03-2021-0099
Dabija, D. C., Bejan, B. M., & Pușcaș, C. (2020). A Qualitative Approach to the Sustainable Orientation of Generation Z in Retail: The Case of Romania. Journal of Risk and Financial Management, 13(7). https://doi.org/10.3390/jrfm13070152
Dang, V. T., Nguyen, N., & Wang, J. (2020). Consumers’ perceptions and responses towards online retailers’ CSR. International Journal of Retail & Distribution Management, 48(12), 1277–1299. https://doi.org/10.1108/IJRDM-10-2019-0339
Dasmaran, V., Agoes, S., & Gunawan, J. (2017). Green Accounting Measurement consists of 6 Dimensions of 16 Indicators. International Journal of Business, Economics and Law, 26. https://petrominer.com/ini-cost-pengelolaan-limbah-b3
Dhar, B. K., Sarkar, S. M., & Ayittey, F. K. (2022). Impact of social responsibility disclosure between implementation of green accounting and sustainable development: A study on heavily polluting companies in Bangladesh. Corporate Social Responsibility and Environmental Management, 29(1), 71–78. https://doi.org/10.1002/csr.2174
ENDIANA, I. D. M., DICRIYANI, N. L. G. M., ADIYADNYA, M. S. P., & PUTRA, I. P. M. J. S. (2020). The Effect of Green Accounting on Corporate Sustainability and Financial Performance. Journal of Asian Finance, Economics and Business, 7(12), 731–738. https://doi.org/10.13106/jafeb.2020.vol7.no12.731
Goldring, D., & Azab, C. (2021). New rules of social media shopping: Personality differences of U.S. Gen Z versus Gen X market mavens. Journal of Consumer Behaviour, 20(4), 884–897. https://doi.org/https://doi.org/10.1002/cb.1893
Hasan, Md. M., Nekmahmud, Md., Yajuan, L., & Patwary, M. A. (2019). Green business value chain: a systematic review. Sustainable Production and Consumption, 20, 326–339. https://doi.org/https://doi.org/10.1016/j.spc.2019.08.003
Hussain, N., Rigoni, U., & Orij, R. P. (2018). Corporate Governance and Sustainability Performance: Analysis of Triple Bottom Line Performance. Journal of Business Ethics, 149(2), 411–432. https://doi.org/10.1007/s10551-016-3099-5
Joshi, R., & Garg, P. (2021). Role of brand experience in shaping brand love. International Journal of Consumer Studies, 45(2), 259–272. https://doi.org/https://doi.org/10.1111/ijcs.12618
Maama, H., & Appiah, K. O. (2019). Green accounting practices: lesson from an emerging economy. Qualitative Research in Financial Markets, 11(4), 456–478. https://doi.org/10.1108/QRFM-02-2017-0013
Mahmoud, T. O. (2018). Impact of green marketing mix on purchase intention. International Journal of ADVANCED AND APPLIED SCIENCES, 5(2), 127–135. https://doi.org/10.21833/ijaas.2018.02.020
Marliawati, A., & Cahyaningdyah, D. (2020). Management Analysis Journal Impacts the Brand of Experience and Brand Image on Brand Loyalty: Mediators Brand of Trust Article Information. In Management Analysis Journal (Vol. 9, Issue 2). http://maj.unnes.ac.id
Papadas, K. K., Avlonitis, G. J., Carrigan, M., & Piha, L. (2019). The interplay of strategic and internal green marketing orientation on competitive advantage. Journal of Business Research, 104, 632–643. https://doi.org/10.1016/j.jbusres.2018.07.009
Priporas, C.-V., Stylos, N., & Fotiadis, A. K. (2017). Generation Z consumers’ expectations of interactions in smart retailing: A future agenda. Computers in Human Behavior, 77, 374–381. https://doi.org/https://doi.org/10.1016/j.chb.2017.01.058
Ramesh, K., Saha, R., Goswami, S., Sekar, & Dahiya, R. (2019). Consumer’s response to CSR activities: Mediating role of brand image and brand attitude. Corporate Social Responsibility and Environmental Management, 26(2), 377–387. https://doi.org/https://doi.org/10.1002/csr.1689
Riyadh, H. A., Al-Shmam, M. A., Huang, H. H., Gunawan, B., & Alfaiza, S. A. (2020). The analysis of green accounting cost impact on corporations financial performance. International Journal of Energy Economics and Policy, 10(6), 421–426. https://doi.org/10.32479/ijeep.9238
Rounaghi, M. M. (2019). Economic analysis of using green accounting and environmental accounting to identify environmental costs and sustainability indicators. International Journal of Ethics and Systems, 35(4), 504–512. https://doi.org/10.1108/IJOES-03-2019-0056
Saud, S., Chen, S., Haseeb, A., & Sumayya. (2020). The role of financial development and globalization in the environment: Accounting ecological footprint indicators for selected one-belt-one-road initiative countries. Journal of Cleaner Production, 250, 119518. https://doi.org/https://doi.org/10.1016/j.jclepro.2019.119518
Scarpellini, S., Marín-Vinuesa, L. M., Aranda-Usón, A., & Portillo-Tarragona, P. (2020). Dynamic capabilities and environmental accounting for the circular economy in businesses. Sustainability Accounting, Management and Policy Journal, 11(7), 1129–1158. https://doi.org/10.1108/SAMPJ-04-2019-0150
Singh, S., Singh, A., Arora, S., & Mittal, S. (2019). Revolution of Green Accounting: A Conceptual Review. 2019 2nd International Conference on Power Energy, Environment and Intelligent Control (PEEIC), 481–485. https://doi.org/10.1109/PEEIC47157.2019.8976544
Szymkowiak, A., Melović, B., Dabić, M., Jeganathan, K., & Kundi, G. S. (2021). Information technology and Gen Z: The role of teachers, the internet, and technology in the education of young people. Technology in Society, 65, 101565. https://doi.org/https://doi.org/10.1016/j.techsoc.2021.101565
Tyson, A., Kennedy, B., Funk, C., & Research, S. (2021). Gen Z, Millennials Stand Out for Climate Change Activism, Social Media Engagement With Issue Majorities of Americans support array of measures to address climate change but stop short of full break with fossil fuels FOR MEDIA OR OTHER INQUIRIES. www.pewresearch.org.
Wahyuddin Abdullah, M., & Yuliana, A. (2018). Abdullah and Yuliana: Corporate Environmental Responsibility: An Effort to Develop… Corporate Environmental Responsibility: An Effort To Develop A Green Accounting Model. In Jurnal Akuntansi: Vol. XXII (Issue 03).
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