Eco Fashion Sebagai Brand Batik Cantinghijau (Studi Kasus Kampanye PR Ramah Lingkungan) (original) (raw)

2018, Prosiding Hubungan Masyarakat

Now, many manufacturers produce batik with print techniques that have a lot of impact for the environment. Eco fashion is a subject with another fashion concept, such as ethical fashion that maximizes benefits for other people and communities, while minimize the bad impact on the environment. Canting Hijau is the first in Indonesia's product who produce batik by the principle of zero waste production, marketing, and distribution with value earth, art, fashion, culture. Canting Hijau has a vision to become the first eco fashion batik Indonesia that meets the local and international market with a mission put forward 4 value sustainability i.e. sustainable people, planet, profit and culture. The purpose of the research is to find out why Canting Hijau (1) choosing green campaign concept of eco fashion, (2) determining how to campaign the eco fashion, (3) how to persuade the public to use the products and support the eco fashion as well and (4) the feedback obtained. The method of this research is qualitative with case study approach. The research was also supported by the theory and model of Diffusion of innovation with the subject and object of research are Canting Hijau business owner and how the company persuade community in campaigning for the environment through fashion products. The results showed that a communication is certainly required to deliver the campaign product to get to the public effectively.

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