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All Journal Jurnal Locus Penelitian dan Pengabdian Enrichment: Journal of Multidisciplinary Research and Development
Graha Wira Krida
Universitas Sahid
Aerospace Engineering Humanities Automotive Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Electrical & Electronics Engineering Engineering Health Professions Mathematics Social Sciences

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Green Legitimacy Strategies: Symbolic Convergence in The Sustainability Reports of Sido Muncul and BioFarma Graha Wira Krida; Morissan Morissan; Ridzki Rinanto Sigit
Jurnal Locus Penelitian dan Pengabdian Vol. 5 No. 7 (2026): JURNAL LOCUS: Penelitian dan Pengabdian
Publisher : Riviera Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58344/locus.v5i7.5946

Abstract

The increasing demands on sustainable business practices encourage companies to not only demonstrate good environmental performance, but also communicate them effectively to stakeholders. However, there is still a gap between sustainability implementation and the company's ability to build legitimacy through persuasive communication. This study aims to analyze the green legitimacy strategy and the construction of the rhetorical vision built in the sustainability report of pharmaceutical companies that receive PROPER Gold in Indonesia. The research used a qualitative approach with a narrative analysis method based on Symbolic Convergence Theory (SCT) and Aristotle's rhetoric which includes ethos, logos, and pathos. Data was obtained from the sustainability reports of PT Bio Farma and PT Sido Muncul in 2024 which were analyzed through the identification of fantasy themes, structural themes, dynamic themes, and persuasion strategies. The results of the study show that PT Bio Farma builds legitimacy through the dominance of logos that emphasizes technological transformation, energy efficiency, and compliance with global ESG and SDGs standards. In contrast, PT Sido Muncul develops legitimacy through a balanced combination of logos, ethos, and pathos rooted in local cultural values, social harmony, and community empowerment. The findings of the study revealed that the rhetorical vision built by the two companies differed according to the characteristics of the intended stakeholders. This research enriches the study of sustainability communication by integrating the context of PROPER and Symbolic Convergence Theory in the analysis of the green legitimacy of pharmaceutical companies in Indonesia.
Sustainability Communication in Indonesia's Pharmaceutical Industry through PROPER Reporting: A Symbolic Convergence Theory Analysis Graha Wira Krida; Morissan Morissan; Ridzki Rinanto Sigit
Enrichment: Journal of Multidisciplinary Research and Development Vol. 4 No. 6 (2026): Enrichment: Journal of Multidisciplinary Research and Development
Publisher : International Journal Labs

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55324/enrichment.v4i6.762

Abstract

Sustainability reporting has become a mechanism for pharmaceutical companies to demonstrate environmental accountability while strengthening organizational legitimacy. This study aimed to examine how Indonesian pharmaceutical companies constructed sustainability meanings through fantasy themes and Aristotelian persuasive strategies in sustainability reports within the Program Penilaian Peringkat Kinerja Perusahaan dalam Pengelolaan Lingkungan Hidup (PROPER) framework. An interpretive qualitative design was employed using narrative analysis of sustainability reports from seven pharmaceutical groups selected purposively. Ninety-three meaning units were coded inductively and analyzed using Framework Analysis, Fantasy Theme Analysis, and Aristotelian rhetoric, supported by artificial intelligence under researcher supervision. The findings identified four fantasy themes: Story of Struggle (51 units; 54.8%), Historical Story (19 units; 20.4%), Dream (13 units; 14.0%), and Dramatis Personae (10 units; 10.8%). Ethos was the dominant persuasive strategy, with 58 occurrences, followed by Logos with 47 occurrences and Pathos with 27 occurrences. The discussion showed that PROPER functioned not only as a regulatory instrument but also as a master symbol of environmental credibility, organizational identity, and green reputation. The integration of historical legitimacy, measurable actions, future aspirations, and responsible actors produced a layered rhetorical vision. In conclusion, sustainability reports operated as strategic communication artifacts that transformed regulatory compliance into symbolic legitimacy, although narrative convergence did not necessarily indicate substantive environmental transformation.
Co-Authors Morissan Morissan Ridzki Rinanto Sigit