Published on International Journal of Economics & Business
Publication Date: June, 2019
Doni Sukoco, Sigit Rahmawan & Tantowi Purnomo
Dr. Soetomo University
Journal Full Text PDF: Acceptance of People to Some Green Advertising in the Media.
The focus in this study the public acceptance of some green advertising in the mass media. Green advertising is advertising that meets one / more of the criteria if explicitly and implicitly shows the relationship between the products / services biophysical environment, promoting environmentally friendly lifestyle without highlighting specific products or services, featuring the image of an environmentally responsible. Research subjects, audiences who never consumed green advertising. Using the method of analysis as well as qualitative exploratory reception, data collection techniques focus group discussion. The informant had four outline the meaning of some green advertising in the mass media. First, the “green advertising as a form of exploiting the issue to go green is used as a commodity ‘, this interpretation by informants Ay and Ab.
Keywords: Audience acceptance, green advertising & mass media.
The research focus is on the public acceptance of some green advertisingin the mass media. These themes are considered to be significant because of the current issue of environmentally friendly growing discourse in society. Consumers are positioned that by buying green products that once they have done two things goodness, that is not just buying a product with high quality but also doing good by minimizing adverse effects to the environment.
This research was done because of environmental concerns increasingly widespread to this day, some phenomenon such as deforestation among other critical areas, depletion of the ozone layer and global warming (global warming) That impact can damage the nature. Environmental problems themselves grouped into three types, among others, environmental pollution (pollution), land use any (land misuse) and depletion or exhaustion of natural resources (natural resource depeletion), while for the law in Indonesia alone environmental issues are grouped into two types: namely pencemaranlingkungan (environtmental pollution) and the destruction of the environment, it has been stated in Law No. 23 of 1997 on environmental Management (UULH).
Heightened environmental damage, ended up behind the birth of environmental awareness and environmentally sound development policies of global and regional level. The UN conference on the environment was held on June 5 to 16 in Sweden and then generate the birth of International and National Environmental Law namely Stockholm Document which contains the Declaration on the Human Environment, and set June 5 as the “World Environment Day.
Green marketinghave the promotion process to introduce the products to the public. Green product is a designation for environmentally friendly products, known for some of the terms pengkategorikan that the product is ‘green’ if: degradable which can be described by the ground, photogradable destroyed by sunlight and rain for a long time, biogradable biodegrade when discarded into a landfill and recyclable which can be recycled.
Iver and Banerjee in the journal ‘Green Advertising: greenwash or a true reflection of marketing strategies?’ declared almost all customers get information about environmental issues through the media than of the environmental newsletters or government publications, media power is so great as evidenced by the fact that the media in the dissemination of environmental issues. Ads are classified into four categories form the claims were presented by Banerjee ie Iver and product orientation, process orientation, the orientation of the image and the environmental claim.
Definition green advertising The most obvious of these criteria can be found in a study conducted by Banerjee et al, green advertising is any advertising which meet one or more criteria if explicitly and implisist shows the relationship between the product or service and the environment biophysical, promote environmentally friendly lifestyle without highlights a particular product or service, and displays the image of an environmentally responsible company.
Green advertising has elements that are used to communicate campaign environmentally friendly than a company or product that include load one or more of the following things: green color (green), nature (landscapes), eco-labels (ecolabels), statement of environmental friendliness (statement of caring for the environment), the emphasis of renewable raw materials (treatment of raw materials), friendly environtmentally production processes (environmentally friendly production processes), recyclability (recyclable).
Green Advertising display information and texts that have meaning in ad serving. Advertising is a dynamic public forum where business interests, creativity, consumer needs and meet government regulations, deceit is not the only ethical issues faced by advertisers. Indonesia is still experiencing confusion advertising regulations regarding environmental labeling, this is due to there is no legislation dealing specifically, only the global nature just as terterapada Act No. 32 of 2002 regarding broadcasting. It is in the future could also trigger an error education and harm consumers due to the lack of information obtained through advertising.
Some examples green advertisingwhich has been present in Indonesia, served through different media, the following are examples of audio-visual media which includes ad: Panasonic eco ideas, Pertamax fuel, mineral water Ades, Suzuki Ertiga. As for the print ads are divided into two types, namely magazines and newspapers, a few examples are advertisements from magazines such as the brand Aqua mineral water, isotonic drink Pocari Sweat with ‘one heart care for the environment’, paper advertising Paperina, advertising printer Fuji Xerox, advertising paper paper Gallery, advertising paper Cinjoe Jaya Perkasa PT Media. While the ad published in the newspaper is advertising Suzuki Ertiga. In addition through the audio-visual and print media, green advertising was also broadcast through the audio ad is one example that KFC ads (kentucky fried chicken) green action,
Some examples of ads that have been mentioned, however, the form of ads. Advertising is a medium of text, medium term to name the institutional and social dimensions of the various contexts in which the material is produced and readable text. If there is misinformation from environmental claim that in fact it turns out the product is not really green, this is known as greenwashing. Greenwashing is the act lies perpetrated a number of companies because they want to earn a profit on the product or service they are marketed.
This study is a qualitative research using reception analysisas a method to explore the public acceptance of some green advertising in the mass media. Qualitative research methodology deemed most appropriate to address this problem, because the existing data can not be to generalize the one individual with another individual. This study uses the type of exploratory research, because researchers want to explore the public acceptance of some green advertising in the mass media. So that researchers can explore the meaning contained in green advertising on audiences who become informants in this study and delve deeply into the meaning established by the informants.
Goal of research used in this study is the audience who never consume green advertisingin the mass media. To obtain diverse research results, researchers used six informants who come from diverse backgrounds such as differentiated by gender, age, education and employment. Data collection techniques used were FGD (focus group discussion), this technique is used to draw conclusions on the meanings of difficult intersubjective dimaknakan by researcher because hindered by the subjectivity of the researcher.
Six informants is Informant Riris (Ri), which is domiciled in environmental practitioners vase, until now he also worked as an environmental consultant and ownerW-Queen collection is SMEs that sell handicrafts from waste plastic, is currently busy busy attending seminars as speaker of the environmental problems. Second, Informant Ali (Al) is a graduate student in the Department of Information Systems at the University of Narotama, he bears the duty as activists Tunas Hijau especially during the past year, Tunas Hijau is one of the organizations productive environment in carrying out the action to educate the public to be more close to the environment, the program being implemented is a project of cooperation with Panasonic’s eco ideas program. Third, the informant Ayas (Ay) is S1 graduate student of the Department of Communication Studies, University of Airlangga.
The fourth is the informant Abdul (Ab) is a college student who is currently studying for a degree in the Department of Sociology Faculty of Social S2 Airlangga University with a focus on the development and assessment studies CSR (community development)also been menyadang positions as PRESBEM (President of the Student Executive Board) FISIP Airlangga University while also serving as Secretary General (Secretary General) at the Commissariat GMNI (Indonesian National Student Movement) FISIP Uiversitas Airlangga and several times a teaching assistant for the course the Sociology Department for Longo S1. Fifth, the informant Laras (L) is a fresh graduate student graduated from the Department of Visual Communication Design (DKV) in Institute of Technology (ITS). There are currently 22 years old and enjoys cooking and culinary. L informant came from upper middle class families. Puguh informant is 9 semester students Materials and Metallurgical Engineering Department, Faculty of Technology at the Institute of Technology Ten November Surabaya (ITS),
Based on the results of focus group with several informants related to this study, the data found on some green public acceptance of advertising in the mass media interpreted in various ways. Some meanings are hegemonic position there oppossitional even with the definition that has been delivered in the definition of green advertising at the beginning of this journal. The purport of the green advertising that is “green advertising is understood as a form of commodity” go green issues appear to attract people that are willing to buy products and provide keuntungkan for the companies that advertise. The advertisers are the ones who are good at exploiting issues, this assessment from the standpoint of himself as an advertiser, let alone a green issue is being ‘sexy’ for ‘sale’ at this time, so any issues in gaungkan in public primary purpose is to sell the product manufacturer. This answer is expressed by the informant Ayas being influenced from his background as a graduate of Communication Studies, and thus have a better understanding of sciences related to marketing courses such as the Integrated Marketing Communication (IMC) plus he worked in advertising agency, things this made him understand about the ins and outs of the world of advertising.
“If green advertising sihh ads that raise the issue of the environment as yaah it was, commodity it issue so although Ko Chod said earlier, the point selling product, essentially advertising all,” hey you belien me, belien me, ”
(The informant Ay, focuss Group Discussion, October, 2018)
A similar meanings expressed by Ab informant who said that if green advertisingno different from the purpose of advertising in general, ie for marketing / marketing, there is no difference between the objectives of green advertising, or ads that are not green. Advertisers take advantage of the new method of trying to sell the booming green issues in the 21st century, in other words ‘green issues’ is used as ‘weapon’ for sales of the product in the ad. Background informant Abdul as a student of Sociology Faculty of Social and Political makes his understanding of green advertising associated with political science and social phenomena today, in addition to the informant also enjoys reading so as to add his insights about many things, informant Ab until now is also an active member of GMNI organization, critical attitude also influenced activities conducted routine discussions with his friends,
“If you want, green advertising yes, maybe if I had, we use the term advertising right, and the ad also not directly we understand as marketing yes right yaa.. selling it if we have to make the sale right must use strategy and how the ideas that weve captured the public easily so lo, now possible for the era of the 21st century so may issue more toughness booming is the issue of environment issues green yes indeed more leading but still just the same I disagree because the informant Ay yes it as part of its marketing form, they can sell their products ”
(The informant Ab, focuss Group Discussion, October, 2018)
Besides regarded as a commodity, greenadvertisingalso interpreted as greenwashing. Greenwashing can occur if there is error information from the environmental claim is in fact the product is not in accordance with what is in the information in the ad, greenwashing is an action lies perpetrated a number of companies because they want to earn a profit on the product or service they are marketed. Informant Puguh (P) to see that companies in Indonesia especially oil and gas companies (oil and gas) are considered to perform actions that damage the environment if the terms of the production process, they are the ones that are directly related to the exploitation of nature such as activities to cut down trees for personal use company. The phenomenon is seen in contrast to the image that was built in the ad ostensibly environmentally friendly,
“Yaa .. if I think that, yes average oil and gas companies must have a shield like that so call them his CSR what it must nanem tree. Actually they are instead of the land, more than nanamnya that more big, ”
(The informant P, focuss Group Discussion, October, 2018)
It is as it says in the Dyer Gilian ‘Advertising as Communication’Capitalism produces various items that are not really all we needed and as a result, advertising is a form of communication that is misused, which does not always convey the truth in an attempt to maximize corporate profits and issuing goods from the shelves.
The next purport namely “green advertisingin an effort to get a good image of the company in the eyes of society “, a background as an environmental activist in Community Tunas Hijau Informant Ali (Al) are familiar with the action that was real for the environment, it should not only heavily on promotional only. Therefore, green advertising is only an action that solely benefit the company, not for the welfare of society and the environment.
“Ee .. well branded search of a right company, which now right again many issues concerning company go green right now so many that lead there, ee .. yes, to seek its branded him”
(The informant Al, focuss Group Discussion, October, 2018)
Green advertisingcan not serve as a guarantee that the advertised product that is truly green / eco-friendly as it heralded the ad view. Indeed, the ‘green’ society would expect should continue to consider also the material / raw material, so that environmentally friendly actions were not limited to its advertising campaign alone.
“If you ask me heck yes eem..apa should consider the ingredients used or ee .. impact advertising itself to the environment, but some like green advertising, it already started so its true eco label of origin, provided there is essentially given ad frills go green, save the earth anyway so dear earth, a lot of it like that when he meant the hell actually think green advertising it like that anyway, ”
(The informant L, focuss Group Discussion, October, 2018)
The most different meanings conveyed by the informant Riris (Ri). Having a background as an environmental practitioner, He meansgreen advertisingas an ad that could be green. Greening is meant is making the environment clean, the air becomes crisp and care for the environment. Based on experience, if there is the word ‘green’ in an ad, then it is interpreted positively. Ri informant thought that green advertising to urge people to live more healthy and environmentally friendly.
“Ee.. if according to my language .. ya ya ya ee green advertising means it does aim to invite the community, society it … at least it’s greening greening ee .. make clean, and the air was so fresh ya lo .. more green, care about what activities to do when it’s so … ”
(The informant Ri, focuss Group Discussion, October, 2018)
This opinion is also influenced by formal education in its path through high school, so knowledge about the advertising and ‘Green’ A fairly limited experience so far. Green advertising interpreted in accordance with the initial definition was carrying things environmentally friendly. Opinion informant Ri see something totally and large quantities as a ‘national interest’.
Through analysis using studies reception analysisResearchers concluded by the formulation of the problems that have been proposed, based sessions Focus Group Discussion (FGD), which has been conducted by researchers get some variation of meaning established by each informant related that there are some green advertising in the mass media. First, the green advertising as a form of a tradable commodity. The explanation is green advertising as a form of exploiting the issue to go green is used as the main commodities with the aim to increase sales of the company’s products.
Go green issues appear to attract people that are willing to buy products and provide keuntungkan the companies that advertise. Informants background as a graduate of Communication Sciences so as to have a better understanding of sciences related to marketing courses such as the Integrated Marketing Communication (IMC) when lectures, plus he worked in advertising agency, this makes understanding of the ins and outs of the world of advertising, The informant who has a background as a student of the Faculty of Sociology S2 social and political understanding of green advertising associated with political science and social phenomenon of the moment. According to him, green advertising is no different from advertising on its common purpose, namely for marketing / marketing, there is no difference between the objectives of green advertising, or ads that are not green. Advertisers take advantage of the new method of trying to sell the booming green issues in the 21st century, in other words ‘green issues’ is used as ‘weapon’ for sales of the product in the ad.
The outline of the second meaning is formed informant “green advertisingas a form of action greenwashing “. Greenwashing is the act lies perpetrated a number of companies because they want to earn a profit on the product or service they are marketed. Informants background as a student in the Department of Materials Engineering and Metallurgy Faculty of Technology at the Institute of Technology Ten November Surabaya (ITS) to make sense of green advertising, especially in the oil and gas companies (oil and gas) are considered to perform actions that damage the environment if the terms of the production process, they are party which are directly related to the exploitation of nature, such as activities of felling trees for personal interests of the company. The phenomenon is seen in contrast to the image that was built in the ad ostensibly environmentally friendly,
The third, informants green advertising is an attempt to get a good image of the company in the eyes of the public. The informant had a background as an environmental activist in Community Tunas Hijau, according to green advertising company only aims to pursue its own branded, is ‘branded’ here is the company will be branded or otherwise raise the prestige of the company. Informants with background as a graduate student of Visual Communication Design green advertising interpret a label paired carelessly by the company with the aim that their products are considered more environmentally friendly and good for nature when compared to other products. The informant said the ad with green forms of advertising can not be used as a guarantee that the product advertised was actually environmentally friendly as heralded on display in the ad. Indeed, the ‘green’ society would expect should continue to consider also the material / feedstock her, so that environmentally friendly actions were not limited to its advertising campaign alone.
An outline of the meaning of the fourth green advertisingas ads that are environmentally friendly. Has a background as an environmental practitioner, Ri Informants interpret green advertising as an advertising could greening. Greening that in referring to is making the environment clean, the air becomes crisp and care for the environment. Based on his experience, if there is the word ‘green’ in an ad, then it is interpreted positively. Ri informant thought that green advertising to urge people to live more healthy and environmentally friendly.
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