Legal Framework of Green Communication in Sustainable Forest Conservation: An Analysis on the Use of Eco-Friendly Cardboard Packaging

Isra Ruddin; Alo Liliweri; Mirza Ronda

doi:10.55927/fjsr.v5i3.18

Authors

Isra Ruddin Universitas Sahid Jakarta
Alo Liliweri Universitas Sahid Jakarta
Mirza Ronda Universitas Sahid Jakarta

DOI:

https://doi.org/10.55927/fjsr.v5i3.18

Keywords:

Environmental Law, Green Communication, CSR, Consumer Protection, Greenwashing

Abstract

This article analyzes the legal framework of green communication in sustainable forest preservation, particularly in the context of eco-friendly carton packaging in the beverage industry. The issues examined include how national regulations govern environmental communication, the effectiveness of CSR and consumer protection provisions in preventing greenwashing, and the harmonization with international standards. This research employs a normative juridical method with statutory, conceptual, and comparative approaches, supplemented by empirical data in a socio-legal perspective. The analysis shows that Indonesia’s legal framework on green communication remains fragmented across various regulations without comprehensive integration, creating vulnerability to misleading claims. Therefore, harmonization of national law with international standards, as well as the establishment of a specific legal instrument regulating eco-friendly claims, is urgently needed.

References

BBC News. (2021, June 14). Firms accused of greenwashing over eco-friendly claims. https://www.bbc.com/news/business-greenwashing.

Carroll, A. B. (1991). The pyramid of corporate social responsibility: Toward the moral management of organizational stakeholders. Business Horizons.

Casais, B., & Proença, J. F. (2022). Communicating sustainability in eco-friendly brands: Impact on brand loyalty. Journal of Cleaner Production, 358, 131850. https://doi.org/10.1016/j.jclepro.2022.131850.

Cox, R. (2013). Environmental communication and the public sphere (3rd ed.). Sage Publications.

Dangelico, R. M., & Vocalelli, D. (2017). “Green marketing”: An analysis of definitions, strategy steps, and tools through a systematic review of the literature. Journal of Cleaner Production, 165, 1263–1279. https://doi.org/10.1016/j.jclepro.2017.07.184.

European Commission. (2023). Proposal for a Directive on Green Claims. Brussels: European Union.

Federal Trade Commission (FTC). (2012). Guides for the Use of Environmental Marketing Claims (“Green Guides”). Washington, D.C.: FTC.

Food and Agriculture Organization of the United Nations (FAO). (2020). Global Forest Resources Assessment 2020. Rome: FAO.

Forest Stewardship Council (FSC). (2022). FSC principles and criteria for forest stewardship. https://fsc.org/en/principles

Hall, E. T. (1976). Beyond culture. Anchor Press/Doubleday.

Kompas. (2022, March 18). Kemasan ramah lingkungan dan tantangan industri minuman. https://www.kompas.id/ekonomi/ramah-lingkungan.

Lee, K., & Rodriguez, L. (2019). The influence of cultural context on the perception of green advertising: Evidence from the United States and South Korea. Journal of Business Research, 99, 507–516. https://doi.org/10.1016/j.jbusres.2017.09.047.

Liliweri, A. (2013). Komunikasi antarbudaya. Kencana.

Liliweri, A. (2014). Dasar-dasar komunikasi antarbudaya. Pustaka Pelajar.

Liliweri, A. (2015). Komunikasi serba ada serba makna: Panduan memahami teori dan praktik komunikasi. Kencana.

Martínez-Conesa, I., Soto-Acosta, P., & Palacios-Manzano, M. (2017). Corporate social responsibility and its effect on innovation and firm performance: An empirical research in SMEs. Journal of Cleaner Production, 142(4), 2374–2383. https://doi.org/10.1016/j.jclepro.2016.11.038.

Murphy, G. L., & Lamberts, K. (2020). The role of categorization in understanding environmental sustainability. Trends in Cognitive Sciences, 24(9), 735–748. https://doi.org/10.1016/j.tics.2020.06.004.

Nurhayati, A. (2019). Penguatan instrumen perlindungan konsumen terhadap klaim produk yang menyesatkan. Jurnal Hukum & Pembangunan, 49(2), 211–230.

Ottman, J. A. (2011). The new rules of green marketing: Strategies, tools, and inspiration for sustainable branding. Greenleaf Publishing.

Peraturan Pemerintah Republik Indonesia Nomor 46 Tahun 2017 tentang Instrumen Ekonomi Lingkungan Hidup.

Polonsky, M. J., & Jevons, C. (2020). Communicating environmental sustainability: What works, what doesn’t. Journal of Environmental Marketing, 18(2), 91–107. https://doi.org/10.1016/j.jclepro.2020.120857.

Prasetyo, A. (2021). Urgensi regulasi label lingkungan sebagai instrumen perlindungan hak masyarakat. Jurnal Konstitusi, 18(4), 743–765.

Rachmadani, L. (2020). Keterbatasan implementasi CSR di sektor kehutanan: Kajian kritis. Jurnal Hukum IUS QUIA IUSTUM, 27(3), 433–456.

Ruddin, I. (2022). Memilih strategi brand management yang baik. Jakarta: IRCOMM Press.

Ruddin, I. (2023). Evolusi hukum cybercrime dalam perkembangan hukum di dunia digital. [Nama Jurnal].

Smith, E. R., & Brower, J. M. (2012). Longitudinal analysis of the impact of environmental communication on consumer purchasing decisions. Journal of Consumer Research, 45(1), 82–97. https://doi.org/10.1086/jcr.2020.212045.

Testa, F., Iraldo, F., & Frey, M. (2019). Does greenwashing pay off? The effects of greenwashing on environmental performance and firm competitiveness. Business Strategy and the Environment, 28(3), 618–627. https://doi.org/10.1002/bse.2287.

Tetra Pak. (2023). Sustainability report 2023. https://www.tetrapak.com/sustainability.

Undang-Undang Republik Indonesia Nomor 16 Tahun 2016 tentang Pengesahan Paris Agreement to the United Nations Framework Convention on Climate Change.

Undang-Undang Republik Indonesia Nomor 32 Tahun 2009 tentang Perlindungan dan Pengelolaan Lingkungan Hidup.

Undang-Undang Republik Indonesia Nomor 40 Tahun 2007 tentang Perseroan Terbatas.

Undang-Undang Republik Indonesia Nomor 41 Tahun 1999 tentang Kehutanan.

Undang-Undang Republik Indonesia Nomor 8 Tahun 1999 tentang Perlindungan Konsumen.

United Nations. (2015). Sustainable Development Goals (SDGs). https://sdgs.un.org/goals.

Vanclay, F. (2020). Reflections on social impact assessment in the 21st century. Impact Assessment and Project Appraisal, 38(2), 126–131.

Wang, Z., Zhang, B., & Yang, Y. (2020). How does environmental knowledge translate into pro-environmental behaviors? The mediating role of environmental attitudes and behavioral intentions. Journal of Environmental Psychology, 69, 101356. https://doi.org/10.1016/j.jenvp.2020.101356.