PENGARUH KAMPANYE #BEBASPLASTIK DI INSTAGRAM GREENPEACE INDONESIA TERHADAP SIKAP RAMAH LINGKUNGAN

Abstrak

The accumulation of plastic waste and the uncontrolled use of single-use plastics have positioned Indonesia as the second-largest contributor to plastic waste in the world. This alarming condition serves as the background for the emergence of the #bebasplastik campaign on Instagram. Along with the rapid development of social media, in contemporary society, Instagram is no longer merely a platform for sharing photos and videos but has evolved into a strategic arena for shaping public opinion, influencing lifestyles, and fostering social movements. Greenpeace Indonesia, through the #bebasplastik campaign, has successfully utilized this platform to deliver strong environmental messages through visual content such as infographics, action photos, and educational videos. The campaign has managed to capture the attention of young people, particularly university students, who are closely connected to issues of sustainability and climate change. Through a creative approach using hashtags, Greenpeace Indonesia not only disseminates information but also encourages audience participation in environmentally friendly actions. This study aims to examine the influence of the #bebasplastik campaign on Instagram by Greenpeace Indonesia on the pro-environmental attitudes of STIKOM InterStudi students. The research employed a quantitative method using a questionnaire instrument, with data analyzed through SPSS software. The findings reveal that the #bebasplastik campaign significantly affects students environmental attitudes, with an influence of 92.8%, which falls into the very strong category (0.80–1.00). These results confirm that students exposure to the campaign content on Instagram substantially contributes to enhancing their awareness, concern, and environmentally responsible behavior in daily life.