Netnographic Study of Plastic Wise Movement PT Danone Aqua

Abstract

PT Danone Aqua's #BijakBerplastik movement includes three essential aspects, namely: activities to collect and then recycle plastic waste (collecting); providing education to consumers such as education in public spaces or schools in collaboration with the government to encourage awareness of recycling culture, and product innovation. The purpose of this research is to understand and interpret the pattern/structure of the implementation of the #BijakBerplastik movement through Instagram. This study uses a qualitative research method with a netnography approach and data collected through an online observation approach. The site is examined using the lurking step. The results of this study are that PT Danone Aqua carries out the following strategy patterns/structures: (1) Attractive visual content; (2) Disclosure of sustainability; (3) Collaboration and partnership; and (4) Education and sustainable environmental awareness. This research implies that the pattern of the findings produced can shape the reputation of PT Danone Aqua and assist companies in making strategic decisions through social and environmental accounting information.