Persepsi Generasi Alpha terhadap Green Accounting: Implikasi untuk Strategi Pemasaran Perusahaan di Era Digital
DOI:
https://doi.org/10.61722/jemba.v1i4.543Keywords:
Generation Alpha; green accounting; marketing strategies; sustainability; consumer perceptions.Abstract
This research explores the perceptions of Generation Alpha towards green accounting and its implications for corporate marketing strategies in the digital era. Utilizing a qualitative method with a literature review approach, the study analyzes various relevant sources, including journal articles and policy documents, to understand key concepts and previous findings. The results indicate that Generation Alpha possesses a progressive view on sustainability issues, valuing corporate social responsibility and environmental impact. This insight highlights the necessity for companies to adapt their marketing strategies to align with the values of this emerging consumer group, ensuring relevance in a rapidly evolving market.
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