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This Author published in this journals
All Journal Greenation International Journal of Economics and Accounting
Mohammad Rizan
Universitas Negeri Jakarta, Jakarta, Indonesia
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.
Empowering MSMEs in The Digital Era: A Systematic Literature Review on The Role of Digital Literacy Hermansyah Hermansyah; Usep Suhud; Mohammad Rizan
Greenation International Journal of Economics and Accounting Vol. 3 No. 2 (2025): Greenation International Journal of Economics and Accounting (June - August 202
Publisher : Greenation Research & Yayasan Global Resarch National

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/gijea.v3i2.385

Abstract

Introduction/Main Objectives: This study regularly examines the role of digital literacy in empowering MSMEs by exploring its impact on business performance, innovation, and sustainability. Background Problems: State the problem or economic/business phenomena studied in this paper and specify the research question(s) in one sentence. Novelty: Using a systematic literature review approach, this research identifies key challenges and opportunities MSMEs face in adopting digital technologies. Research Methods: Micro, Small, and Medium Enterprises (MSMEs) play a vital role in fostering economic growth at both global and local levels. In many countries, MSMEs significantly contribute to job creation, Gross Domestic Product (GDP) growth, and poverty reduction. However, despite their significant contributions, MSMEs often need help with structural and operational challenges that hinder their growth and competitiveness, particularly in the increasingly competitive digital era.  Finding/Results: Digital transformation offers substantial opportunities for MSMEs to enhance their operational efficiency, access broader markets, and increase productivity. Nevertheless, one of the primary obstacles to adopting digital technologies is the low level of digital literacy among MSME actors. Digital literacy, encompassing the ability to understand, use, and effectively leverage digital technologies, is a critical factor in the success of MSMEs in this era. Conclusion: Furthermore, the study highlights the importance of digital literacy training and supportive policies to bridge the digital gap and enhance MSME competitiveness in the digital economy. The findings provide insights and recommendations for policymakers and practitioners to develop strategies that support digital literacy development and empower MSMEs to thrive in the dynamic digital era.
Co-Authors Fismayatni Cholifah Hermansyah Hermansyah Usep Suhud