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All Journal English and Literature Journal TAHKIM Al-Iqtishadiyah: Ekonomi Syariah dan Hukum Ekonomi Syariah Lingue : Jurnal Bahasa, Budaya, dan Sastra Jihbiz: Jurnal Ekonomi, Keuangan dan Perbankan Syariah Indonesia Auditing Research Journal Amal: Jurnal Ekonomi Syariah Mangente: Jurnal Pengabdian kepada Masyarakat Jurnal Ilmiah Ekonomi dan Manajemen Advantage: Journal of Management and Business IJEIRC IJBLPS Jurnal Intelek Dan Cendikiawan Nusantara Nomico Rangkiang: Journal of Islamic Economics and Business
Arizal Hamizar
Institut Agama Islam Negeri Ambon
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Public Health Social Sciences Other

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Journal : Indonesia Auditing Research Journal

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Integrating Green Accounting Into Marketing Strategies For Sustainability Brand Image Among Gen-Z Consumers Arizal Hamizar; Jacsy Tubalawony; Afdhal Yaman; Muammar W Maruapey
Indonesia Auditing Research Journal Vol. 13 No. 1 (2024): March: Auditing, Finance, IT Plan, IT Governance, Risk
Publisher : Institute of Accounting Research and Novation (IARN)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35335/arj.v13i1.234

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
Co-Authors Afdhal Yaman Aidia Umagapi Andi Masniati Asmi Ningsi Umasugi Baharuddin, Didin Fadli Fendi Malawat Fitria Karnudu Jacsy Tubalawony Jacsy Tubalawony Kamaruddin Kamaruddin Kamaruddin La Abdul Zayl Mohammad H. Holle Muammar W Maruapey Muammar W. Maruapey Muammar Wijayanto Maruapey Muhammad R Nacikit Nahria Latuconsina Santi Ode Siti Nur F. Hatapayo Sunari Syed Ismail Syed Mohamad Triadi Mulyanto