<![CDATA[Although research on storytelling marketing and sustainability communication has developed, studies on the representation of sustainability narratives through storytelling on Instagram and audience interpretations of brand image formation in local Indonesian skincare brands remain limited. This study aims to explore how the Instagram account @fromthisisland represents green and sustainability messages through storytelling and how these narratives are perceived by audiences in relation to brand image. This research used a constructivist qualitative approach. Data were collected through content analysis of 25 purposely selected Instagram posts containing storytelling elements and sustainability messages, a focus group discussion with six purposively selected followers of @fromthisisland on instagram, and semi-structured interviews with two experts in marketing and digital media communication. Data were analysed using qualitative content analysis through decontextualization, recontextualization, categorization, and compilation. Across the 25 analysed posts, sustainability narratives were represented through natural ingredients, responsible production, local community empowerment, and environmental conservation. Participants generally perceived these narratives as authentic and transparent and associated them with perceptions of positive brand image attributes. They also interpreted storytelling as supporting understanding of sustainability values more than emotional engagement or active participation. These findings reflect perceptions from a small purposive sample and are not intended to be generalised. This study contributes to storytelling marketing and sustainability communication literature by integrating Instagram content representation and audience interpretation to explain how sustainability narratives are understood in relation to brand image in a local Indonesian skincare brand context.]]>
