The YOUTH RESPONSE TOWARDS SOCIAL MARKETING CAMPAIGN OF “INDONESIA PLASTIC BAG DIET MOVEMENT”

Abstract

The consumption of plastic bag in Indonesia has already become daily intake habit –very huge and uncontrollable. Unfortunately, those plastic wastes end up in the roadsides, waterways and oceans. According to the data in 2015, Indonesia became the 2nd biggest contributor to plastic waste. Gerakan Indonesia Diet Kantong Plastik or Indonesia Plastic Bag Diet Movement has started their pilot project in cooperation with some minimarkets in Jakarta to control the usage of plastic bag. Not only stop there, they have created a petition to the President, Jakarta’s Governor and Indonesian’s Ministry of Environment and Forestry regarding the regulation to limit the consumption of plastic bag. The government finally gave response, they introduced an exercise tax on the plastic bag consumption in 22 cities, applied it in minimarkets, supermarkets and other retail stores for this trial regulation. Indonesia Plastic Bag Diet Movement gets more enthusiasm to spread their social campaign through some digital channels. The goal of this study was to measure the response of youth on social marketing campaign from Indonesia Plastic Bag Diet Movement to engage the youth.