Climate Change Education in Indonesia: A Marketing Strategy Social-Based on Community

Andik Eko Saputro; Virienia Puspita

doi:10.58421/gehu.v5i4.1913

DOI:

https://doi.org/10.58421/gehu.v5i4.1913

Authors

Andik Eko Saputro Universitas Bina Nusantara
Virienia Puspita Universitas Bina Nusantara

Keywords:

Climate Change, Community, Education Environment, Social Marketing

Abstract

Climate change is a global challenge that requires active public participation and context-sensitive communication strategies. This study analyzes community-based social marketing strategies for climate change education in Indonesia through a case study of the Peribumi community, with particular attention to the marketing mix, segmentation-targeting-positioning (STP), and the use of communication media. This study employed a qualitative case-study approach. Data were collected in May 2025 through in-depth interviews with [N] informants, consisting of the community founder as the key informant, administrators, and participants involved in Peribumi programs. The study purposively selected informants based on their direct involvement in planning, implementing, or participating in Peribumi's educational activities. Data were analyzed using an iterative qualitative case-study procedure involving data reduction, categorization, data display, pattern identification, and conclusion drawing. The findings show that Peribumi's community-based social marketing strategy delivers climate-related education through messages connected to everyday life and local values, combines digital communication channels with interactive educational activities, and involves community members and educational partners in collective environmental activities. The findings further indicate that locally relevant narratives and participatory communication facilitate community engagement with climate change issues. However, limited resources and difficulties in scaling up the programs remain important challenges. This study suggests that integrating social marketing principles, community participation, and locally contextualized communication can provide a useful framework for developing community-based climate change education programs in Indonesia.

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