PARTISIPASI PUBLIK DALAM KAMPANYE #TUKARBAJU UNTUK KEBERLANGSUNGAN LINGKUNGAN HIDUP

The research was conducted based on the background of the emergence of many fast fashion brands whose production doesn’t care about the environment, with the emergence of many fast fashion brnads, @zerowaste.id_official made a campaign called #tukarbaju. This research was conducted to find out what kind of public participation in the #tukarbaju campaign created by @zerowaste.id_official for enviromental sutainability. The method used in this research is descriptive qualitative. The data collection techniques used are documentation and interviews with information whoe have been determined. Furthermore, the data that has been obtained is analyzed using the theory of Miles, Huberman and Saldana. Based on the theory that research use, the result in reasearch show that even though the @zerowaste.id_official Instagram account doesn”t involve the public inte participation of the planning stage, the public still enthusiastic about partcipacing in the #tukarbaju campaign, because the @zerowaste.id_offcial Instagram account implements interest and change factors that can encourage the public to participate. This is in line with agenda setting theory, @zerowaste.id_official gives more attention and there are campaign elements that affect #tukarbaju campaign. So that in line with the success of @zerowaste.id_official in the #tukarbaju campaign can increase public awareness about concern for enviromental sustainability.