Komunikasi Lingkungan di Media Online: Strategi Penyebaran Nilai Green Economy oleh Komunitas Hijau Lokal

Fachry Apliansyah; Irfandi Fahla; Rajata Putra Widodo; Rafly Akbar Rachman; Eko Purwanto

doi:10.47134/jees.v2i4.761

Authors

Fachry Apliansyah Universitas Muhammadiyah Tangerang
Irfandi Fahla Universitas Muhammadiyah Tangerang
Rajata Putra Widodo Universitas Muhammadiyah Tangerang
Rafly Akbar Rachman Universitas Muhammadiyah Tangerang
Eko Purwanto Universitas Muhammadiyah Tangerang

DOI:

https://doi.org/10.47134/jees.v2i4.761

Keywords:

Ekonomi Hijau, Media Sosial, Komunikasi Lingkungan, Komunitas Hijau, Keberlanjutan, Digitalisasi

Abstract

Meningkatnya krisis lingkungan seperti perubahan iklim dan kerusakan ekologis menuntut adanya pergeseran menuju ekonomi hijau yang berkelanjutan. Studi ini bertujuan untuk mengkaji bagaimana komunitas hijau lokal menggunakan media digital, khususnya media sosial, sebagai sarana komunikasi untuk menyebarkan nilai-nilai ekonomi hijau dan mendorong perilaku ramah lingkungan. Dengan pendekatan kualitatif berbasis studi literatur, serta merujuk pada teori komunikasi lingkungan, strategi digital, dan konsep pembangunan berkelanjutan, penelitian ini menemukan bahwa komunitas hijau mengandalkan narasi (storytelling), konten visual dan video, serta kerja sama dengan influencer untuk memperluas jangkauan pesan. Platform seperti Instagram dan TikTok menjadi alat utama dalam membangun kesadaran, memperkuat identitas kolektif, dan mempromosikan produk-produk berkelanjutan. Walaupun masih menghadapi tantangan berupa keterbatasan sumber daya dan keterampilan, komunitas hijau menunjukkan kemampuan berinovasi dalam memanfaatkan teknologi digital. Hasil penelitian ini menegaskan bahwa media online efektif dalam mendukung penyebaran pesan keberlanjutan dan mendorong adopsi gaya hidup hijau dalam masyarakat luas.

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