Sustainability as Family Legacy: Intergenerational Green Branding Practices Among Bugis Women in Sidrap
DOI:
https://doi.org/10.59971/jumawa.v3i1.366Keywords:
Sustainability-as-legacy, Bugis women, Green branding, Intergenerational entrepreneurship, Cultural authenticityAbstract
This study investigates how Bugis women entrepreneurs in Sidrap frame sustainability as an intergenerational legacy embedded in weaving traditions, household ecological practices, and culturally grounded moral values. Using a qualitative, multi-case design across three generational cohorts, the research uncovers how inherited knowledge—such as natural-resource stewardship, ritualized household production, and ancestral narratives—functions as both moral capital and a market differentiator in green branding. Findings show that women blend heritage storytelling with selective transparency tools to satisfy evolving consumer expectations for authenticity and verifiable sustainability. Younger entrepreneurs increasingly integrate digital platforms, updated packaging, and cooperative labels, while elders safeguard narrative continuity rooted in values such as siri’, pacce, and reso temmangingi. This interplay produces hybrid branding approaches that balance cultural integrity with market competitiveness. The study advances an integrated trust model—combining affective legacy narratives, cognitive transparency, and institutional mechanisms—that enhances legitimacy for heritage-based green enterprises. Implications highlight the need for capacity-building, cooperative alignment, and culturally attuned transparency frameworks to strengthen women-led sustainable value chains.
Downloads
References
Bavel, J. V. V., Robertson, C. E., Rosario, K. D., Rasmussen, J., & Rathje, S. (2023). Social media and morality. Annual Review of Psychology. https://doi.org/10.1146/annurev-psych-022123-110258
Brady, W. J., Wills, J. A., Jost, J. T., Tucker, J. A., & Van Bavel, J. J. (2017). Emotion shapes the diffusion of moralized content in social networks. Proceedings of the National Academy of Sciences, 114(28), 7313–7318.
Bullough, A., Guelich, U., Manolova, T. S., & Schjoedt, L. (2021). Women’s entrepreneurship and culture: Gender role expectations and identities, societal culture, and the entrepreneurial environment. Small Business Economics, 57, 1105–1118.
Bullough, A., Guelich, U., Manolova, T., & Schjoedt, L. (2021). Women’s entrepreneurship and culture: Gender role expectations and identities, societal culture, and the entrepreneurial environment. Small Business Economics, 58, 985–996. https://doi.org/10.1007/s11187-020-00429-6
Fu, S., Ma, J., He, X., Chen, S., & Liu, Y. (2023). Transparency of environmental information and consumer trust in online green agricultural products. Frontiers in Psychology, 14, 1175028.
Fu, S., Ma, R., He, G., Chen, Z., & Liu, H. (2023). A study on the influence of product environmental information transparency on online consumers’ purchasing behavior of green agricultural products. Frontiers in Psychology, 14. https://doi.org/10.3389/fpsyg.2023.1168214
Kuhlmann, M., Meuer, J., & Bening, C. (2023). Interorganizational sensemaking of the transition toward a circular value chain. Organization and Environment, 36, 411–441. https://doi.org/10.1177/10860266231162057
Kuhlmann, S., Ordóñez-Ponce, E., & Villanueva, F. (2023). Creating a circular economy through collaborative sensemaking: Framing sustainable practices across organizational boundaries. Business Strategy and the Environment, 32(1), 441–455.
Li, D. (2025). Impact of green advertisement and environmental knowledge on intention of consumers to buy green products. BMC Psychology, 13. https://doi.org/10.1186/s40359-025-02538-x
Shivni, R., Cline, C., Newport, M., Yuan, S., & Bergan-Roller, H. E. (2021). Establishing a baseline of science communication skills in an undergraduate environmental science course. International Journal of STEM Education, 8. https://doi.org/10.1186/s40594-021-00304-0
Yavaprabhas, K., Pournader, M., & Seuring, S. (2022). Blockchain as the “trust-building machine” for supply chain management. Annals of Operations Research, 1–40. https://doi.org/10.1007/s10479-022-04868-
