Waste is a problem in our society and still depends on the conventional management system. This paper discusses the interrelationship among virtual social media, waste management practice, and community-based economics in supporting sustainability and zero waste in the digital era. In particular, it attempts to identify the potential connections of social media in extending new environmental practices. Observation of two types of Indonesian Instagram accounts (personal and group) of waste-related illustrates that social media can act as an alternative platform to respond to waste issues. Qualitative case studies demonstrate the relationship between virtual social media, waste, and creative economic potential in various communities in Indonesia. This analysis focuses on independent efforts, especially regarding their potential related to environmental and economic factors. The findings show that virtual platforms related to urban waste management play an important role in three aspects. The personal aspect is related to building a sustainable lifestyle through informational and awareness content, the economic aspect is related to generating alternative circular creative economic for environmental communities, and environmental practice focuses on forming an independent and participatory waste management mechanism. Such connection in the virtual platforms brings new green digital infrastructure possibilities supporting sustainability.