The Role of Social Media in Advocating Sustainable Utilization of Coconut Husk Waste: A Case Study at Gedebage Wholesale Market, Bandung

Abstract

This research explores the role of social media in advocating for the sustainable utilization of coconut husk waste at the Gedebage Wholesale Market, Bandung. Coconut husk waste is a significant natural resource with great potential but often underutilized. Employing a qualitative approach with a focus on a case study, this research utilizes online observation techniques, in-depth interviews, and content analysis of social media platforms (Instagram and Facebook) involving relevant stakeholders. Data analysis reveals that social media plays a key role in raising awareness and mobilizing support for sustainable coconut husk waste utilization. Social media platforms such as Instagram and Facebook are utilized to disseminate information about the benefits and potential of coconut husk waste, promote sustainable products made from such waste, and facilitate interactions among producers, consumers, and other stakeholders. The study also identifies challenges and opportunities in using social media for coconut husk waste utilization campaigns. Challenges include difficulty in reaching the right audience, managing the risk of inaccurate information, and building sustainable engagement. On the other hand, opportunities include the ability to create compelling narratives, connect communities with similar interests, and raise broader awareness about the importance of sustainable waste utilization. This research provides insights into the potential and crucial role of social media in driving social change towards more sustainable coconut husk waste utilization. Practical implications include the importance of developing effective communication strategies via social media to support sustainable waste utilization efforts in local and global markets.