Plastic Free Market Campaign: The Effect of Message Elaboration Level on Trader’s Attitudes
Keywords:
attitude, elaboration likelihood, environmental communication, plastic-free market
Abstract
Campaign is one of the strategies that can be used to change people's attitudes to be more responsible for environmental issues, especially plastic waste. The Plastic-Free Market Campaign is one of the campaigns that aims to change traders' attitudes to be wise in using single-use plastics. To determine the attitude change, the Elaboration Likelihood Model is a theory that discusses how attitudes can be formed. This study aims to analyze the correlation between the level of message elaboration and the attitude of traders toward using disposable plastic bags. This research uses a survey method and is supported by qualitative data through interviews and observations. The results showed that there is a relationship between the level of message elaboration and attitude. The lower the level of individual elaboration, the less favorable the individual's attitude towards persuasive communication messages.
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References
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Ruslan. (2005). Kampanye Public Relations. Jakarta: Grafindo.
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WBG. (2021). Plastic Waste Discharges from Rivers and Coastlines in Indonesia. Plastic Waste Discharges from Rivers and Coastlines in Indonesia. https://doi.org/10.1596/35607
Yessi Augustin Prameswari. (2018). Penerapan Elaboration Likelihood Model (ELM) Dalam Memproses Pesan Penyuluhan Pertanian Organik (Undergraduate thesis). Universitas Brawijaya, Malang. http://repository.ub.ac.id/167042i. (2019). Website user interface of marine bio-tourism destination for today digital environment. International Journal of Innovative Technology and Exploring Engineering, 8(12), 2064–2067. https://doi.org/10.35940/ijitee.L3266.1081219
Carolin Lulik Tafsia, Mulatsih, S., & Sumardjo. (2022). The effect of campaign of the plastic bag use reduction policy toward “green behavior” of Bogor City society. Journal of Natural Resources and Environmental Management, 12(1), 55–63. https://doi.org/10.29244/jpsl.12.1.55-63
Dainton, & Zeley. (2018). Applying Communication Theory for Professional Life. In Sage. Sage. https://libgen.is/
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Evelina, L. W., & Andreano, Y. El. (2020). Event Beach Clean Up Sebagai Bentuk Pemasaran Sosial Downstream. Jurnal Komunikasi Global, 9(2), 230–247. https://doi.org/10.24815/jkg.v9i2.17742
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KLHK. (2022). Sistem Informasi dan Pengelolaan Sampah. https://sipsn.menlhk.go.id/sipsn/
Kristie Sigler. (2017). Persuasive Communication. Kendall Hunt. https://libgen.is/
Kriyantono. (2007). Teknik praktis riset komunikasi. Kencana.
MacDonald, E., Milfont, T., & Gavin, M. (2016). Applying the Elaboration Likelihood Model to increase recall of conservation messages and elaboration by zoo visitors. Journal of Sustainable Tourism, 24(6), 866–881. https://doi.org/10.1080/09669582.2015.1091464
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Nurdin, I., & Hartati, S. (2019). Metodologi Penelitian Sosial.
Panuju, R. (2019). Komunikasi Pemasaran: Pemasaran sebagai Gejala Komunikasi dan Komunikasi sebagai Strategi Pemasaran. In Prenada Media. Prenaddamedia. www.prenadamedia.com
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Petty, & Cacioppo. (1986). Communication and persuasion. Springer-Verlag. https://doi.org/10.1007/978-0-387-98135-2
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Sagala, R. B., & Kusumastuti, Y. I. (2017). Efektivitas Strategi Komunikasi Pemasaran Sosial Kampanye Sustainable Seafood, WWF-Indonesia. Jurnal Sains Komunikasi Dan Pengembangan Masyarakat [JSKPM], 1(1), 55–64. https://doi.org/10.29244/jskpm.1.1.55-64
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Short, C. E., Crutzen, R., Stewart, E. M., O’Rielly, J., Dry, M., Skuse, A., Quester, P., Rebar, A. L., Vandelanotte, C., Duncan, M. J., & Vincent, A. (2023). Exploring the Interplay Between Message Format, Need for Cognition and Personal Relevance on Processing Messages About Physical Activity: a Two-Arm Randomized Experimental Trial. International Journal of Behavioral Medicine, 30(3), 320–333. https://doi.org/10.1007/s12529-022-10107-4
Suwarso, W. A. (2020). Strategi Komunikasi Pemasaran Sosial oleh Organisasi Non Profit. Ekspresi Dan Persepsi : Jurnal Ilmu Komunikasi, 3(1), 1–11. https://doi.org/10.33822/.v3i1.1357
UNEP. (2021). Marine Litter and Plastic Waste Vital Graphics. In UN environment programme. https://www.unep.org/resources/report/drowning-plastics-marine-litter-and-plastic-waste-vital-graphics
Wang, Q., Zhou, F., Zhang, W., & Tang, C. (2022). A study of parental decision-making over the vaccination of girls, based on the protection motivation theory and the elaboration likelihood model. Frontiers in Public Health, 10(1). https://doi.org/10.3389/fpubh.2022.1024399
WBG. (2021). Plastic Waste Discharges from Rivers and Coastlines in Indonesia. Plastic Waste Discharges from Rivers and Coastlines in Indonesia. https://doi.org/10.1596/35607
Yessi Augustin Prameswari. (2018). Penerapan Elaboration Likelihood Model (ELM) Dalam Memproses Pesan Penyuluhan Pertanian Organik [Universitas Brawijaya]. http://repository.ub.ac.id/167042
Carolin Lulik Tafsia, Mulatsih, S., & Sumardjo. (2022). The effect of campaign of the plastic bag use reduction policy toward “green behavior” of Bogor City society. Journal of Natural Resources and Environmental Management, 12(1), 55–63. https://doi.org/10.29244/jpsl.12.1.55-63
Dainton, & Zeley. (2018). Applying Communication Theory for Professional Life. UK: Sage. https://libgen.is/
Dwihantoro, P., & Rosyidi, M. I. (2021). Kampanye KeSEMaT dalam Pelestarian Hutan Mangrove. Komuniti : Jurnal Komunikasi Dan Teknologi Informasi, 12(2), 124–139. https://doi.org/10.23917/komuniti.v12i2.12717
Evelina, L. W., & Andreano, Y. El. (2020). Event Beach Clean Up Sebagai Bentuk Pemasaran Sosial Downstream. Jurnal Komunikasi Global, 9(2), 230–247. https://doi.org/10.24815/jkg.v9i2.17742
Hutomo Nugroho, C. (2018). Pengaruh Trailer terhadap Minat Menonton Film (Undergraduate thesis). Universitas Brawijaya, Malang. http://repository.ub.ac.id/
Jain, R., Gaur, A., Suravajhala, R., Chauhan, U., Pant, M., Tripathi, V., & Pant, G. (2023). Microplastic pollution: Understanding microbial degradation and strategies for pollutant reduction. Science of The Total Environment, 905(167098). https://doi.org/10.1016/j.scitotenv.2023.167098
Karuniastuti, N. (2013). Bahaya Plastik terhadap Kesehatan dan Lingkungan. Swara Patra: Majalah Pusdiklat Migas, 3(1), 6–14. http://ejurnal.ppsdmmigas.esdm.go.id/sp/index.php/swarapatra/article/view/43/65
KLHK. (2022). Sistem Informasi dan Pengelolaan Sampah. https://sipsn.menlhk.go.id/sipsn/
Kristie Sigler. (2017). Persuasive Communication. USA: Kendall Hunt. https://libgen.is/
Kriyantono. (2007). Teknik praktis riset komunikasi. Jakarta: Prenadamedia.
MacDonald, E., Milfont, T., & Gavin, M. (2016). Applying the Elaboration Likelihood Model to increase recall of conservation messages and elaboration by zoo visitors. Journal of Sustainable Tourism, 24(6), 866–881. https://doi.org/10.1080/09669582.2015.1091464
Mailany Putri Dwi Handayani Ronauli, Uud Wahyudin, Funny Mustikasari, dan I., & Mirawati. (2016). Hubungan Antara Pesan Kampanye 9 Aksi Ramah Lingkungan Di Akun Twitter Earth Hour Bandung dengan Sikap Followers Aktif Terhadap Gaya Hidup Ramah Lingkungan. Jurnal Manajemen Komunikasi, 1(1), 125–145.
Miskiyah, N., Lupikawaty, M., Andriyani, T., Aprianti, S., Bisnis, J. A., Sriwijaya, N., Akuntansi, J., & Sriwijaya, P. N. (2023). Dokumen Bisnis Dan Kemasan Pada Usaha Ikan Salai Panca Jaya, 48–53. https://jurnal.polsri.ac.id/index.php/SNAPTS/article/view/5855
Nurdin, I., & Hartati, S. (2019). Metodologi Penelitian Sosial. Surabaya (ID): Media Sahabat Cendekia.
Pakuan Jaya. (n.d.). Informasi Pasar Kebon Kembang. https://pasarpakuanjaya.co.id/pasar/info/53072266507240242459
Panuju, R. (2019). Komunikasi Pemasaran: Pemasaran sebagai Gejala Komunikasi dan Komunikasi sebagai Strategi Pemasaran. Jakarta (ID): Prenadamedia.
Perloff, R. (2017). The Dynamics of Persuassion (6th ed.). UK: Lawrence Erlbaum. https://libgen.is/
Petty, & Cacioppo. (1986). Communication and persuasion. USA: Springer-Verlag. https://doi.org/10.1007/978-0-387-98135-2
Pramiati Purwaningrum. (2016). Upaya Mengurangi Timbulan Sampah Plastik. Indonesian Journal of Urban and Environmental Technology, 8(2), 141–147. https://e-journal.trisakti.ac.id/index.php/urbanenvirotech/article/view/1421
Puri, P. (2019). Komunikasi Persuasif Keluarga dalam Pengambilan Keputusan Penggunaan Alat Kontrasepsi (Disertasi) Institut Pertanian Bogor, Bogor. https://repository.ipb.ac.id/handle/123456789/100161
Rahman, I. (2018). The Interplay of Product Involvement and Sustainable Consumption: An Empirical Analysis of Behavioral Intentions Related to Green Hotels, Organic Wines and Green Cars. Sustainable Development, 26(4), 399–414. https://doi.org/10.1002/sd.1713
Ruslan. (2005). Kampanye Public Relations. Jakarta: Grafindo.
Sagala, R. B., & Kusumastuti, Y. I. (2017). Efektivitas Strategi Komunikasi Pemasaran Sosial Kampanye Sustainable Seafood, WWF-Indonesia. Jurnal Sains Komunikasi Dan Pengembangan Masyarakat [JSKPM], 1(1), 55–64. https://doi.org/10.29244/jskpm.1.1.55-64
Servaes, J. (2020). Handbook of communication for development and social change. In Handbook of Communication for Development and Social Change. USA: Kendall Hunt. https://doi.org/10.1007/978-981-15-2014-3
Setiawan, B., & Fithrah, D. S. (2019). Kampanye Gerakan Indonesia Diet Kantong Plastik Dalam Membentuk Persepsi Masyarakat Bandung. Jurnal Manajemen Komunikasi, 2(2), 102. https://doi.org/10.24198/jmk.v2i2.12909
Short, C. E., Crutzen, R., Stewart, E. M., O’Rielly, J., Dry, M., Skuse, A., Quester, P., Rebar, A. L., Vandelanotte, C., Duncan, M. J., & Vincent, A. (2023). Exploring the Interplay Between Message Format, Need for Cognition and Personal Relevance on Processing Messages About Physical Activity: a Two-Arm Randomized Experimental Trial. International Journal of Behavioral Medicine, 30(3), 320–333. https://doi.org/10.1007/s12529-022-10107-4
Suwarso, W. A. (2020). Strategi Komunikasi Pemasaran Sosial oleh Organisasi Non Profit. Ekspresi Dan Persepsi : Jurnal Ilmu Komunikasi, 3(1), 1–11. https://doi.org/10.33822/.v3i1.1357
UNEP. (2021). Marine Litter and Plastic Waste Vital Graphics. In UN environment programme. https://www.unep.org/resources/report/drowning-plastics-marine-litter-and-plastic-waste-vital-graphics
Wang, Q., Zhou, F., Zhang, W., & Tang, C. (2022). A study of parental decision-making over the vaccination of girls, based on the protection motivation theory and the elaboration likelihood model. Frontiers in Public Health, 10(1). https://doi.org/10.3389/fpubh.2022.1024399
WBG. (2021). Plastic Waste Discharges from Rivers and Coastlines in Indonesia. Plastic Waste Discharges from Rivers and Coastlines in Indonesia. https://doi.org/10.1596/35607
Yessi Augustin Prameswari. (2018). Penerapan Elaboration Likelihood Model (ELM) Dalam Memproses Pesan Penyuluhan Pertanian Organik (Undergraduate thesis). Universitas Brawijaya, Malang. http://repository.ub.ac.id/167042i. (2019). Website user interface of marine bio-tourism destination for today digital environment. International Journal of Innovative Technology and Exploring Engineering, 8(12), 2064–2067. https://doi.org/10.35940/ijitee.L3266.1081219
Carolin Lulik Tafsia, Mulatsih, S., & Sumardjo. (2022). The effect of campaign of the plastic bag use reduction policy toward “green behavior” of Bogor City society. Journal of Natural Resources and Environmental Management, 12(1), 55–63. https://doi.org/10.29244/jpsl.12.1.55-63
Dainton, & Zeley. (2018). Applying Communication Theory for Professional Life. In Sage. Sage. https://libgen.is/
Dwihantoro, P., & Rosyidi, M. I. (2021). Kampanye KeSEMaT dalam Pelestarian Hutan Mangrove. Komuniti : Jurnal Komunikasi Dan Teknologi Informasi, 12(2), 124–139. https://doi.org/10.23917/komuniti.v12i2.12717
Evelina, L. W., & Andreano, Y. El. (2020). Event Beach Clean Up Sebagai Bentuk Pemasaran Sosial Downstream. Jurnal Komunikasi Global, 9(2), 230–247. https://doi.org/10.24815/jkg.v9i2.17742
GIDKP. (2021). Giat Sosialisasi Panduan Pasar Bebas Plastik di Bogor. 1–7. https://dietkantongplastik.info/giat-sosialisasi-panduan-pasar-bebas-plastik-di-pasar-tradisional-kota-bogor-menuju-pasar-tradisional-kota-bogor-bebas-plastik/
Hartati, S. (2015). Effects of Argument Quality, Need for Cognition and Issue Involvement to The Attitude Toward a Message Given Through Persuasive Communication. Jurnal Psikologi, 32(2), 92–100. https://journal.ugm.ac.id/jpsi/article/view/7073/5525%0Ahttps://journal.ugm.ac.id/jpsi/article/view/7073
Hutomo Nugroho, C. (2018). PENGARUH TRAILER TERHADAP MINAT MENONTON FILM [Universitas Brawijaya]. In Skripsi (Issue Pengaruh Trailer). http://repository.ub.ac.id/
Jain, R., Gaur, A., Suravajhala, R., Chauhan, U., Pant, M., Tripathi, V., & Pant, G. (2023). Microplastic pollution: Understanding microbial degradation and strategies for pollutant reduction. Science of The Total Environment, 905(167098). https://doi.org/10.1016/j.scitotenv.2023.167098
KLHK. (2022). Sistem Informasi dan Pengelolaan Sampah. https://sipsn.menlhk.go.id/sipsn/
Kristie Sigler. (2017). Persuasive Communication. Kendall Hunt. https://libgen.is/
Kriyantono. (2007). Teknik praktis riset komunikasi. Kencana.
MacDonald, E., Milfont, T., & Gavin, M. (2016). Applying the Elaboration Likelihood Model to increase recall of conservation messages and elaboration by zoo visitors. Journal of Sustainable Tourism, 24(6), 866–881. https://doi.org/10.1080/09669582.2015.1091464
Miskiyah, N., Lupikawaty, M., Andriyani, T., Aprianti, S., Bisnis, J. A., Sriwijaya, N., Akuntansi, J., & Sriwijaya, P. N. (2023). Dokumen Bisnis Dan Kemasan Pada Usaha Ikan Salai Panca Jaya. 48–53. https://jurnal.polsri.ac.id/index.php/SNAPTS/article/view/5855
Nurdin, I., & Hartati, S. (2019). Metodologi Penelitian Sosial.
Panuju, R. (2019). Komunikasi Pemasaran: Pemasaran sebagai Gejala Komunikasi dan Komunikasi sebagai Strategi Pemasaran. In Prenada Media. Prenaddamedia. www.prenadamedia.com
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Published
2024-11-29
How to Cite
Aisyah, S., & Sarwoprasodjo, S. (2024). Plastic Free Market Campaign: The Effect of Message Elaboration Level on Trader’s Attitudes. Ultimacomm: Jurnal Ilmu Komunikasi, 16(1), 123 - 142. https://doi.org/https://doi.org/10.31937/ultimacomm.v16i1.3386
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