Tracing the Traces of Environmental Accounting on Waste4Change's Instagram: A Netnographic Study

Abstrak

This study analyzes the environmental accounting practices carried out by Waste4Change through the #WiseWasteManagement digital campaign on Instagram. A netnographic approach was used to examine company-based services, including waste transportation, document destruction, training, and waste research. These activities are represented as environmental expenditure and non-financial information disclosure. Social media is an essential tool for conveying participatory and open visual narratives of sustainability, consistent with legitimacy theory. This study shows that Waste4Change not only conveys environmental information but also builds relationships with the public through visual documentation, education, and community engagement. The findings indicate that Instagram functions as a digital-based social and ecological reporting tool that can expand the dimensions of organizational accountability in the context of sustainability.