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Abstrak :
Green advertising merupakan konsep bagian dari green marketing yang mulai marak digunakan pemasar untuk menekankan keterlibatan perusahaan dengan lingkungan. Green advertising sendiri mulai banyak digunakan oleh perusahaan di Indonesia. Tujuan dari green advertising sendiri adalah meningkatkan kesadaran lingkungan konsumen dan mempertegas identitas serta citra hijau perusahaan. Penelitian ini menggunakan mixed methods untuk menganalisis green advertising di Indonesia, dengan mengidentifikasi kategori-kategori yang muncul dari green advertising di Indonesia, jenis klaim lingkungan yang digunakan, dan karakteristik dari green advertising di Indonesia. Penelitian ini meneliti green advertising yang diambil dari satu platform video streaming dan didapatkan sampel berjumlah 32 iklan dengan rentang waktu 5 tahun, yaitu 2018- 2023. Sampel yang didapat kemudian dianalisis menggunakan analisis isi. Penelitian ini menemukan tiga indikator dari green advertising, yaitu orientasi iklan, kategori iklan, dan level of greenness atau seberapa hijau iklan tersebut. Hasil penelitian menunjukkan bahwa industry FMCG, manufaktur, dan retail memiliki kontribusi terbesar dalam green advertising di Indonesia. Perusahaan yang menggunakan strategi pemasaran green advertising umumnya berproduksi dengan sumber daya alam dan/atau bisnisnya memiliki dampak besar terhadap lingkungan. Green advertising di Indonesia lebih banyak berfokus pada isu lingkungan secara umum, dibandingkan pada produk atau proses produksi. Penggunaan elemen warna hijau dan unsur-unsur alam banyak ditemukan pada green advertising di Indonesia. Penelitian ini juga menemukan bahwa karakteristik dari green advertising di Indonesia adalah bertujuan untuk meningkatkan kesadaran lingkungan audiens, mengedepankan pesan edukasi, menampilkan unsur-unsur kehijauan dan alam, digunakan untuk membentuk citra hijau perusahaan, dan menggunakan unsur lokal Indonesia. ......Green advertising is a concept that is a part of green marketing that is increasingly being used by marketers to highlight firms’ involvement with the environment. Green advertising itself is started widely used by Indonesian firms. Green advertising aims to increase customers’ environmental awareness and reinforce firms’ identity and green images. This study used mixed methods to analyse green advertising in Indonesia, by identifying categories that emerge from green advertising in Indonesia, the types of environmental claims used, and the distinctive features and characteristics from green advertising in Indonesia. This research examined green advertising from one video streaming platform and obtained a total sample of 32 advertisements during a period of 5 years, which is 2018-2023. The obtained samples were analysed using a content analysis. This study identified three green advertising indicators, which are ad orientation, ad category, and level of greenness. The results of this study show that FMCG, manufacturer, and retail industries are the biggest contributors among industries that have released green advertising. Firms that used green advertising as a marketing strategy are generally operate their businesses using natural resources and/or firms that the products or production process have a significant impact on the environment. Hence, green advertising in Indonesia tend to focuses more on general environmental issues rather than on products or production processes. The use of green elements and natural aspects is commonly found in green advertising in Indonesia. This study also found the characteristics of green advertising in Indonesia including aiming to increase audiences’ environmental awareness, prioritizing educational message, featuring green and natural elements, employed to build firms’ green images, and incorporating local Indonesian elements.

Abstrak :
Inovasi drone untuk moda layanan last-mile delivery memiliki potensi cukup besar di Indonesia sebagai negara dengan ukuran pasar e-commerce terbesar di Asia Tenggara. Penelitian ini bertujuan untuk menelusuri pengaruh motivated consumer innovativeness (MCI), persepsi risiko, dan green image terhadap sikap dan intensi menggunakan layanan last-mile drone delivery. Hubungan pengaruh tersebut diuji pada 325 konsumen daring di Indonesia dan dievaluasi menggunakan metode Partial Least Square – Structural Equation Modelling. Hasil penelitian menunjukkan bahwa hedonic MCI, social MCI, delivery risk, privacy risk, dan green image signifikan berpengaruh pada sikap konsumen daring Indonesia. Sementara itu, functional MCI, hedonic MCI, green image, dan sikap ditemukan signifikan dan positif berpengaruh pada niat atau intensi menggunakan layanan drone delivery Lebih dari itu, penelitian menelusuri pengaruh persepsi konsumen daring pada perlindungan legislasi terhadap persepsi risiko, yang ditemukan signifikan berpengaruh negatif. ......The innovation of drone for last-mile delivery service modes has considerable potential in Indonesia as a country with the largest e-commerce market size in Southeast Asia. This study aims to explore the influence of motivated consumer innovativeness (MCI), perceived risk, and green image on attitudes and intention to use last-mile drone delivery services. The effect of these influences was tested on 325 online consumers in Indonesia and evaluated using Partial Least Square-Structural Equation Modeling. The results showed that hedonic MCI, social MCI, delivery risk, privacy risk, and green image significantly influence consumer attitudes in Indonesia. Meanwhile, functional MCI, hedonic MCI, green image, and attitudes were found to have significant and positive effects on the intensity of using drone delivery services. Moreover, the study explored the effect of online consumer perceptions of legislative protection on perceived risk, which was found to have a significant negative effect.