Article Per Year (5 Year)
p-Index From 2021 - 2026
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This Author published in this journals
All Journal Siber International Journal of Digital Business Greenation International Journal of Economics and Accounting
Fismayatni Cholifah
Universitas Negeri Jakarta, Jakarta, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Greenwashing in Twin Date Promotions: An Analysis of Brand Communication Strategies Fismayatni Cholifah; Usep Suhud; Mohammad Rizan
Greenation International Journal of Economics and Accounting Vol. 3 No. 1 (2025): Greenation International Journal of Economics and Accounting (March - May 2025)
Publisher : Greenation Research & Yayasan Global Resarch National

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/gijea.v3i1.379

Abstract

This study aims to examine the presence and characteristics of greenwashing in brand communication strategies during e-commerce promotional events known as twin dates (e.g., 10.10, 11.11, 12.12). It also explores how consumers perceive environmental claims made by brands during these campaigns. Design/methodology/approach---Using a descriptive qualitative approach, the study conducts content analysis on 15 promotional visuals and texts collected from Shopee and Tokopedia during the 2023 twin date campaigns. The analysis focuses on identifying visual cues, eco-labels, and sustainability-related terms that may be misleading. Findings, the findings show that many brands use green visuals, eco-friendly labels, and sustainability language without credible verification or certification. This practice leads to increased consumer scepticism, especially among environmentally conscious users, and may negatively impact long-term brand trust. Research limitations/implications, the study is limited to two e-commerce platforms and one promotional period. Future research could explore cross-platform or cross-country comparisons and integrate quantitative consumer response analysis. Practical implications---this research provides valuable insights for marketers, digital platforms, and regulators to identify greenwashing practices and develop more ethical, evidence-based communication strategies that promote sustainable consumption.
Conceptualizing the Digital Value Chain as a Sustainability Strategy in the Local Fashion Industry Fismayatni Cholifah; Usep Suhud; Setyo Ferry Wibowo
Siber International Journal of Digital Business (SIJDB) Vol. 2 No. 4 (2025): (SIJDB) Siber International Journal of Digital Business (April - June 2025)
Publisher : Siber Nusantara Review & Yayasan Sinergi Inovasi Bersama (SIBER)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/sijdb.v2i4.184

Abstract

This convergence of sustainability imperatives and digital transformation is reshaping the future of the fashion industry, particularly for local micro, small, and medium enterprises (MSMEs). However, the integration of digital value chains into sustainability strategies remains underexplored, especially in emerging economies. This conceptual paper aims to develop a theoretical framework that positions digital value chain innovation as a strategic enabler of sustainable competitiveness in the local fashion industry. Using content analysis on 60 journal articles published between 2012 and 2025, the study identifies dominant variables. Drawing from the domains of digital transformation, green marketing, and customer value theory, the proposed model illustrates how digitalization of core value chain activities—including sourcing, production, promotion, distribution, and after-sales service—can enhance customer-perceived value through transparency, ethical branding, and operational efficiency. The framework highlights how these innovations contribute to long-term brand trust and competitive advantage in sustainability-oriented markets. This paper contributes to the growing body of literature on sustainable digital marketing and offers practical insights for policymakers and fashion entrepreneurs striving for ecological, social, and economic sustainability alongside prevailing analytical methods, including Structural Equation Modeling (SEM) and Multiple Linear Regression.
Co-Authors Mohammad Rizan Setyo Ferry Wibowo Usep Suhud