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GREEN ADVERTISING: TRIPLE BOTTOM LINE IN INDONESIA’S GREEN PRODUCT ADVERTISEMENT | Rakhmawati | Proceeding International Conference on Media and Communications in Southeast Asia

GREEN ADVERTISING: TRIPLE BOTTOM LINE IN INDONESIA’S GREEN PRODUCT ADVERTISEMENT

Yuliana Rakhmawati, Prasetyono Prasetyono

Abstract


Green advertising was referred to a specific type of advertising that was centered on the promotion of factors having to do with the environment. Oftentimes the companies that used green advertising also used very environmentally friendly operations and product packaging as well. Outlook Indonesian advertising industries in 2016 showed that the most influential
advertising media / product info in buying a product or service is 67% through browsing and online ad clicks, 23% (advertisement in conventional media, and 10% (advertisement on short message service/ SMS). In today’s marketplace, green advertising is mandatory because nowadays consumers are listening to, and remembering, the “green” claims that advertisers are
making, and a misstep in this area could have severe consequences for the bottom line. ECA was conducted to this research to examine the contribution of The Body Shop (TBS) and Pavettia Skin Care advertisements on build Indonesia’a green advertising. The result of the research showed that the two of advertisiment subjects had used triple bottom line principles in
distributing of advertisiment message. Among other are obligation for making profit, good relationship to people and making sustainable environment (planet) in these industries.

Keywords : Green Advertising, Triple Bottom Line, Consumers, Environment


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