(Universitas Pasundan, Indonesia)(2) Yogi Muhammad Yusuf
(Universitas Pasundan, Indonesia)(3) Calvin Pangaritan
(Universitas Pasundan, Indonesia)(4) Tri Wagi Rasmianto
(Universitas Pasundan, Indonesia)*corresponding author
AbstractThe growing global concern for sustainability has encouraged the fashion industry to integrate environmental values into its marketing communication strategies. This study aims to analyze how green marketing communication is constructed by local fashion brands in building a green brand image through digital media. This study employs a qualitative approach with a constructivist perspective. Data were collected through observation and documentation of digital communication activities of local fashion brands, particularly on Instagram and TikTok. The research focuses on Sejauh Mata Memandang, Cottonink, Buttonscarves, and Kana Goods. The analysis focuses on the representation of sustainability messages, the use of digital symbols and narratives, communication consistency, and the formation of an environmentally responsible brand image. The findings indicate that green marketing communication functions not only as a promotional strategy but also as an instrument for constructing brand identity. Each brand develops a distinctive sustainability communication strategy according to its positioning. Sejauh Mata Memandang emphasizes environmental sustainability, Cottonink associates sustainability with product quality and durability, Buttonscarves integrates sustainability with social responsibility and product quality, while Kana Goods emphasizes natural materials and local production. The formation of a green brand image occurs through consistent messages, visual symbols, narratives, and product information that are subsequently interpreted by audiences. The study also finds that communication credibility is essential in preventing greenwashing. The findings propose a communication model linking brand sustainability values, green marketing communication, symbolic representation and digital narratives, audience interpretation, green brand image, and long-term brand–consumer relationships. Keywordsgreen marketing communication, green brand image, sustainability communication, local fashion brands, digital media.
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DOIhttps://doi.org/10.31604/jips.v13i8.2026.2372-2389 |
Article metrics10.31604/jips.v13i8.2026.2372-2389 Abstract views : 0 | PDF views : 0 |
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