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All Journal Jurnal Atma Inovasia Jurnal Komunikasi Pemberdayaan Proceedings of Jogjakarta Communication Conference (JCC)
Praharsiwi, Caecilia Santi
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Humanities Decision Sciences, Operations Research & Management Environmental Science Languange, Linguistic, Communication & Media Social Sciences Other

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Journal : Proceedings of Jogjakarta Communication Conference (JCC)

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Refill Station as a Strategy in Promoting Environmental Sustainability : Strategic Communication by The Body Shop Indonesia Pradipta, Fransisca Diva Ayu; Praharsiwi, Caecilia Santi
Jogjakarta Communication Conference (JCC) Vol. 2 No. 1 (2024): The 5th Jogjakarta Communication Conference (JCC)
Publisher : Jogjakarta Communication Conference (JCC)

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Abstract

The development of the beauty industry cannot be separated from environmental issues. Since, most of the waste in Indonesia comes from cosmetic packaging. Cosmetic companies need to respond to this problem and promote environmental sustainability. However, companies need to involve consumers to get more significant results and raise awareness among the wider community. The Body Shop Indonesia initiated this collective action that involves consumers through the Refill Station Program. Our research used a case study approach and applied a strategy communication for sustainable development model to see how The Body Shop Indonesia promotes environmental sustainability in the Refill Station program. The results of the study show that collective action can be an innovative strategy in resolving environmental issues. The company carried out this innovation by involving external stakeholders from the problem identification process through program execution. By involving external stakeholders from the beginning, companies can create effective programs and encourage public engagement.
Co-Authors Dwi Asmoro Tunggal, Immanuel MC Ninik Sri Rejeki MC Ninik Sri Rejeki Pradipta, Fransisca Diva Ayu Sri Rejeki, MC. Ninik Yoseph Bambang Wiratmojo