“The Real Green” or Just Gimmick: The Implementation of Green Concept in Inagro’s Instagram

Abstract

This research paper raises the issue of green marketing in content that usually has a figurative meaning or is also called an oxymoron because a green product is a product that is not produced through a fabrication process. However, this research explores if the product is indeed a product that comes from nature. In addition, this paper examines further the relationship between content publishing for a pro-environmental company, namely PT, Intidaya Agrolestari (Inagro), on its Instagram account @inagro.id. This research examines the application of green concept content on the @inagro.id account and its suitability with data in the field. The method used in this research is a virtual observation of the @inagro.id Instagram account, field observations, interviews, and documentation. The results show that if there are differences with previous research regarding green marketing, the company only used advertising to label its products as green products. With the help of a case study from Inagro, publishing content on the @inagro.id Instagram account is limited to only informing the products and services offered, including various facilities, atmosphere, and also nature-based educational packages. The implementation of the green concept has not been seen explicitly, even though the content has met the green criteria. Nevertheless, Inagro as a nature-based tourist destination has at least highlighted a green atmosphere and is not a gimmick. The content of the Instagram channel has been examined to determine whether it offers additional information through the Inagro case study, where the product being offered is one manufactured from nature. Images used to conceal products don't always serve to mislead the production process; instead, they encourage further discussion that isn't just centered on information about product for labeling green but also information that raising visitor awareness of concern for the environment.

Twitter as Potential Medium for Organization: Constructing Green Messages on Twitter

“…Organizations can use social media (Twitter) as a channel that is used to disseminate information and build personality for business people. This effort also involves how the organization can disseminate facts that will contribute to the development of a positive image (Wibowo et al, 2022). Content distributed through social media channels is part of a marketing strategy that focuses on distributing information that is relevant, interesting, consistent and to communicate with the audience (Quesenberry, 2006).…”

“…As a concept, green makes a promise to the audience that an organization's products or services are more desirable than those that are not green. Therefore, green can position organizations that have concern for the environment (Wibowo et al, 2022) and Twitter can become an authoritative channel to become a reference for netizens that these organizations have positioned themselves as green organizations on social media, Twitter.…”