Peran Media Sosial dalam Mempromosikan Gaya Hidup Berkelanjutan: Studi Budaya Konsumen Hijau di Kalangan Milenial

Krisna Ardianto; Reinaldi Kurniawan; Riefa Mayafani; Erica Epril H; Eko Purwanto

doi:10.47134/jbkd.v2i4.4256

Authors

Krisna Ardianto Ilmu Komunikasi, Universitas Muhammadiyah Tangerang
Reinaldi Kurniawan Ilmu Komunikasi, Universitas Muhammadiyah Tangerang
Riefa Mayafani Ilmu Komunikasi, Universitas Muhammadiyah Tangerang
Erica Epril H Ilmu Komunikasi, Universitas Muhammadiyah Tangerang
Eko Purwanto Ilmu Komunikasi, Universitas Muhammadiyah Tangerang

DOI:

https://doi.org/10.47134/jbkd.v2i4.4256

Keywords:

Budaya Konsumsi Hijau, Media Sosial, Greenwashing, Influencer, Keberlanjutan

Abstract

Adopsi budaya konsumsi hijau menjadi salah satu fokus utama dalam penelitian ini yang menganalisis peran media sosial di kalangan generasi milenial. Algoritma media sosial yang terbatas dalam menyaring konten kredibel dan fenomena greenwashing menjadi tantangan utama. Dalam mendukung gaya hidup berkelanjutan, media sosial berfungsi sebagai alat efektif untuk membentuk opini, menyebarkan informasi, dan memotivasi tindakan pro-lingkungan. Hasil penelitian menunjukkan bahwa influencer dan komunitas daring berperan memperkuat pesan keberlanjutan melalui pengaruh sosial, mendorong perubahan perilaku kolektif. Konten menarik seperti infografis, testimoni pengguna, dan video pendek terbukti meningkatkan komitmen serta pemahaman milenial terhadap keberlanjutan. Kolaborasi antara pelaku industri, pembuat kebijakan, dan platform media sosial diperlukan untuk memastikan informasi yang dapat diandalkan dan transparan.

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