Green konsumerisme Sebagai Kritik Terhadap Peran Manusia Dalam Gerakan Lingkungan
(1) Fakultas Ilmu Budaya, Universitas Gadjah Mada Yogyakarta
(*) Corresponding Author
Abstract
As public awareness and government pressure increases, industries are undertaking "green marketing" efforts. Green marketing is a combination of activities, including product modifications, changes to the production process, packaging changes, and advertising modifications to promote environmentally friendly products (Mishra and Sharma, 2014). Green marketing seeks to tempt green consumers in an effort to expand the market and increase profits. Environmentally friendly production practices are no longer seen as an obligation, but rather as a strategic business tactic that is profitable. Thus, green consumerism is part of green capitalism that seeks to reduce environmental impacts by utilizing market forces and profit motives (Scales, 2014). Scales also adds that green consumerism refers to the formation of a new commodity fetishism, whose impact is greater than it seems. Because in trying to provide information about the "greenness" of a product, green consumerism simplifies what green is. Environmental impacts are simplified and abstract concepts such as "green" are reduced to labels, symbols and metrics. This can direct consumers' focus to one issue and forget about others. Departing from the facts above, this paper will provide an understanding of how biased the role of humans in environmental preservation is today. Using descriptive qualitative research methods by focusing on literature reviews and research data from journals and documentary videos related to invisible hand practices and the ecogreen industry.
Abstrak
Seiring dengan meningkatnya kesadaran publik dan tekanan oleh pemerintah, industri pun melakukan usaha “pemasaran hijau”. Pemasaran hijau adalah gabungan berbagai kegiatan, termasuk modifikasi produk, perubahan pada proses produksi, perubahan kemasan, dan modifikasi iklan untuk mempromosikan produk yang ramah lingkungan (Mishra dan Sharma, 2014). Pemasaran hijau berusaha menggoda konsumen hijau dalam upaya perluasan pasar dan peningkatan profit. Praktik produksi yang ramah lingkungan tidak lagi dilihat sebagai kewajiban, tetapi justru sebagai taktik bisnis yang strategis yang menguntungkan. Dengan demikian, konsumerisme hijau merupakan bagian dari kapitalisme hijau yang berupaya mengurangi dampak lingkungan dengan memanfaatkan kekuatan pasar dan motif laba (Scales, 2014). Scales turut menambahkan bahwa konsumerisme hijau justru mengacu pada terbentuknya fetisisme komoditas baru, yang dampaknya lebih besar dari yang terlihat. Karena dalam usaha untuk memberikan informasi mengenai “kehijauan” suatu produk, konsumerisme hijau melakukan simplifikasi mengenai apa itu hijau. Dampak terhadap lingkungan dijadikan sederhana dan konsep-konsep abstrak seperti“ramah lingkungan ”direduksi menjadi label, simbol,dan metrik. Hal ini dapat mengarahkan fokus konsumen ke satu isu dan melupakan yang lainnya. Berangkat dari fakta tersebut diatas maka Tulisan ini akan memberikan pemahaman terkait bagaimana bias peran manusia dalam pelestarian lingkungan saat ini. Menggunakan metode penelitian deskriptif kualitatif dengan berfokus pada tinjauan pustaka dan data penelitian dari jurnal serta video dokumenter terkait praktik invisible hand dan industri ecogreen.
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