Green konsumerisme Sebagai Kritik Terhadap Peran Manusia Dalam Gerakan Lingkungan

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.