Understanding generational differences in herding behavior is crucial for policymakers, financial educators, and market regulators, particularly in emerging markets where retail investor participation is rapidly growing. This study investigates the influence of herding behavior on investment decision-making among Generations X, Y, and Z in Indonesia, as well as the moderating role of investment experience. Using a multi-group structural equation modeling (SEM) approach with data from 1293 retail investors, the research compares behavioral tendencies across cohorts. Results reveal that herding behavior has a positive and significant impact on investment decision-making in all generations, with the strongest effect observed in Generation X, followed by Generation Z and Generation Y. Investment experience significantly weakens herding behavior’s influence for Generation X but shows no significant moderating effect for Generations Y and Z, suggesting that psychological and social influences, particularly from digital platforms, may outweigh experiential learning in younger cohorts. These findings align with behavioral finance theory, which explains herding as a cognitive and emotional bias heightened by market uncertainty. The results provide practical implications for designing targeted financial education programs and regulatory measures to promote independent decision-making and reduce susceptibility to biased market information, especially among younger generations in digitally driven investment environments.

PURPOSE: This study explores the role of Green Blue Ocean Strategy (GBOS) in promoting frugal innovation by leveraging IoT and AI from an RBV theoretical perspective, targeting creative entrepreneurs in Central Java, Indonesia. METHODOLOGY: A quantitative approach was used, with Structural Equation Modelling (SEM) analyzed via AMOS. Data from 262 creative entrepreneurs were collected through an online closed questionnaire using purposive sampling. FINDINGS: The study reveals that (1) IoT does not significantly impact frugal innovation, (2) AI positively influences frugal innovation, and (3) GBOS effectively mediates the relationship between IoT, AI, and frugal innovation, suggesting that integrating sustainable strategies with technology can lead to more cost-effective and inclusive innovations. IMPLICATIONS for theory and practice: The study extends the RBV framework by integrating the GBOS concept, demonstrating its effectiveness in optimizing digital technology for sustainability-driven innovation. It contributes to the literature on sustainability strategies and the Resource-Based View by introducing a novel theoretical model that links GBOS, IoT, and AI with frugal innovation. Practically, GBOS offers a pathway for creative entrepreneurs to overcome resource constraints and achieve competitive advantages through sustainable practices. ORIGINALITY AND VALUE: This study introduces Green Blue Ocean Strategy (GBOS) as a novel conceptual framework that extends the traditional Blue Ocean Strategy (BOS) by integrating sustainability principles. GBOS addresses both economic and environmental concerns, enabling businesses to achieve cost-effective innovation. Grounded in the Resource-Based View (RBV), this study systematically develops and empirically tests GBOS by linking it with IoT, AI, and frugal innovation. The framework offers a new lens for sustainable competitive advantage in resource-constrained environments.

Purpose: The aim of this study is to examine the implementation an eco-friendly model in the company's human resource management practices. Theoretical Framework: The Green HRM Policies, Specific Wings of Green HRM, and MUGHAS Integrated Green Human Resource Management are the three of main organizational constructs that are introduced in this study to examine their contribution and impact to the human resource management performance. Design/Methodology/Approach: The study uses qualitative methods to obtain the necessary data using in-depth interviews. The sampling technique used is purposive sampling and snowball sampling. The data analysis starts from broke data into several categories, synthesizing, analyzing, and concluding. Findings: The results of integrated green HRM model implementation are: 1) reduced costs, 2) improved resource efficiency, 3) reduced carbon footprint, 4) improved environmental performance, 5) improved corporate image, and 6) employees are more environmentally conscious. The procedures for implementing this integrated green HRM model are based on an evaluation management system (EMS), green intellectual capital (GIC), and corporate environmental citizenship (CEC). The effective green HRM model implementation plays a critical role in organizational performance. Research, Practical & Social Implications: The study of green HRM model implementation process gives some practical and social implication includes the organization's vision and mission, commitment to providing eco-friendly technology, providing infrastructure for all stakeholders. In addition, empirical research must accurately depict the Green HRM extent implementation in human resource management practices, especially in Indonesia. Originality/Value: The value of the study is MUGHAS integrated green HRM model implementation aims to change the direction of employee behavior to be more environmentally friendly to impact the progress of sustainable business practices in creating awareness of the company's human resources. Implementing green human resource management will encourage increased ability to create, increase competence, and maintain environmentally friendly morals for each employee.

Digital marketing is the answer to internationalization several obstacles of micro, small, and medium enterprises (MSMEs) in dealing with the society 5.0 era market dynamics. The virtual world has emerged as a promising platform for various marketing activities can significantly encourage MSMEs to improve business performance. The research aims to improve business performance by implementing a digital marketing sustainability model so it can be a solution for MSMEs to penetrate the international market in the society 5.0 era. The research method is an exploratory qualitative approach by collecting data based on in-depth interviews with related informants. The sampling technique is purposive sampling, in which the main criteria are MSMEs assisted by the Central Java Government. The research analysis flow is data collection, data reduction, data presentation, and concluding. The results show the "TUWO" solution model can be implemented in two ways, including (1) education and increasing digital marketing knowledge; (2) mentoring and business model development. This research implies a multiplier effect by improving MSME business performance at the international level through the government's role in facilitating online single submission programs to monitors in an integrated manner, so another government can adopt the successful implementation later of the "TUWO" model.

Objective: Consumers expect MSMEs to adopt sustainable strategies but realizing there is a gap between business sustainability practices and consumer expectations. This research aims to identifies sustainable business strategies to be integrated into business practices. Research Design & Methods: This research uses exploratory qualitative methods. The data collection technique uses an interview method. The sampling design used non-probability sampling (snowball). The analysis technique is through data collection, data reduction, data presentation, and concluding because it can explain, assess, and visualize superior MSMEs empowerment modeling. Findings: The results of this study indicate the technology-based sustainable business strategy must be the primary role model to increasing the MSMEs competitiveness. A successful sustainable business strategy has four core dimensions: innovation, collaboration, communication, and commitment. Digital businesses can be used as a medium to achieve their vision of sustainable practices in competitive advantage, brand loyalty, risk mitigation, and cost reduction. Researchers prove that the sustainability can lead to an increase in the market value of MSMEs. Implications & Recommendations: MSMEs who proactively make the core of business strategy sustainability will encourage innovation and generate enthusiasm and loyalty from employees, customers, suppliers, communities, and investors. Implementation of integrated digital business strategy should include guidelines for understanding consumer behavior, accessing market data more easily, and using social media as a form of continuous communication that shows the proximity of MSMEs to customers. Contribution & Value Added: Empirical research to measure the relationship between proposed sustainable business practices and consumer expectations holds excellent opportunities for future research.

Recently, many people have been switching from conventional shopping to digital shopping. Even so, people feel that online shopping is less secure. Finally, many consumers search for information online before shopping at online stores. This study investigates how webrooming affects consumers' experience and determines the effect of webrooming on consumer confidence, smart shopping feeling, and e-satisfaction in the digital fashion industry. The population in this study were all the digital fashion industry consumers who experience webrooming in the shopping process. The total sample used in this study was 384 people using purposive sampling. The result obtained from this study finds that webrooming has a significant and positive effect on confidence and smart shopping feeling. Both factors, confidence and smart shopping feeling subsequently significant and positively affect e-satisfaction.