Published: 2025-12-29
Optimizing Natural Resource Products through Sustainable Branding, Human Capital Strengthening, and Financial Resilience in the Age of Millennial and Gen Z Consumers
DOI: 10.35870/ijmsit.v5i2.5961
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Abstract
This paper explores sustainable branding, human resource capability, and financial sustainability on anesthetic competitiveness of nursery product in Millennial and Gen Z era consumers. Despite young consumers’ strong environmental concern, an attitude–behavior gap is observed between their attitudes and actual purchasing behavior. From interviews with 20 informants including young consumers, producers and fintech developers we conclude that sustainability matters, but only if authenticity and transparency are there to back it up. The challenges for producers are often reduced digital skills, weak financial literacy, and difficult access to capital. These constraints inhibit their ability to market sustainably, generate innovations, and manage financial risks. The research recommends that natural resource enterprises should include sustainable brand credence, robust human resources capability, and better financial resilience in order to thrive and grow in the era of digitalization and environmental awareness in Indonesia.
Keywords
Sustainable Branding ; Natural Resource Products ; Human Capital Development ; Financial Resilience ; Millennial and Gen Z Consumers
Article Information
This article has been peer-reviewed and published in the International Journal of Management Science and Information Technology. The content is available under the terms of the Creative Commons Attribution 4.0 International License.
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Issue: Vol. 5 No. 2 (2025)
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Section: Articles
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Published: %750 %e, %2025
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License: CC BY 4.0
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Copyright: © 2025 Authors
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DOI: 10.35870/ijmsit.v5i2.5961
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Ni Luh Laksmi Rahmantari
Faculty of Economics and Business, Entrepreneurship Study Program, Universitas Tabanan, Tabanan Regency, Bali Province, Indonesia
Agus Putra Mardika
Faculty of Economics and Business, Entrepreneurship Study Program, Universitas Tabanan, Tabanan Regency, Bali Province, Indonesia
I Gusti Ayu Lia Yasmita
Faculty of Economics and Business, Development Economics Study Program, Universitas Tabanan, Tabanan Regency, Bali Province, Indonesia
I Putu Dharmawan Suryagita Susila Putra
Faculty of Economics and Business, Entrepreneurship Study Program, Universitas Tabanan, Tabanan Regency, Bali Province, Indonesia
Ni Komang Mela Tri Utari
Faculty of Economics and Business, Entrepreneurship Study Program, Universitas Tabanan, Tabanan Regency, Bali Province, Indonesia
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