Indonesia Auditing Research Journal
Vol. 13 No. 1 (2024): March: Auditing, Finance, IT Plan, IT Governance, Risk

Integrating Green Accounting Into Marketing Strategies For Sustainability Brand Image Among Gen-Z Consumers

Arizal Hamizar (IAIN Ambon, Indonesia)
Jacsy Tubalawony (UNPATTI, Indonesia)
Afdhal Yaman (IAIN Ambon, Indonesia)
Muammar W Maruapey (AIN Ambon, Indonesia)

Article Info

Publish Date
02 Apr 2024

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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Journal Info
Indonesia Auditing Research Journal
Website

Abbrev

ARJ

Publisher

Institute of Accounting Research and Novation

Subject

Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Languange, Linguistic, Communication & Media

Description

Indonesia Auditing Research Journal is a high-quality specialist journal that publishes articles from the broad spectrum of auditing. Its primary aim is to communicate clearly, to an international readership, the results of original auditing research conducted in research institutions and/or in ...