Adinia, Mira (2023) EFEKTIVITAS FEAR-AROUSAL PADA INFORMASI PERUBAHAN IKLIM DAN EDUKASI ‘21 HARI VEGAN’ OLEH SINERGIA ANIMAL INDONESIA TERHADAP MINAT MENJALANI POLA HIDUP VEGETARIAN. Undergraduate thesis, FAKULTAS ILMU SOSIAL DAN ILMU POLITIK UNIVERSITAS DIPONEGORO.

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Abstract

The livestock and animal slaughtering sector is proven to produce methane gas which contributes as much as sixteen percent of the total causes of climate change. In Indonesia, the livestock population continues to increase every year because the demand for animal consumption is still high in some areas. One way to prevent further climate change is to follow a plant-based consumption pattern, but only less than one percent of Indonesia's population follows this consumption pattern. The theories tested in this research are Rogers' motivation-protection theory (1975) and Everett M. Rogers' theory of diffusion of innovation (1960). The purpose of this study was to determine the effectiveness of Fear-arousal on climate change information and educational of '21 Hari Vegan' on the interest in living a vegetarian lifestyle in society with explanatory research and survey methods.

Most of the respondents who took part in this study considered the threat of climate change spread in the media to be quite worrying, the '21 Hari Vegan' education on the official website and Instagram account was quite educational, and had very high interest. in living a vegetarian lifestyle. Based on the results of simple linear regression analysis, fear of climate change information is considered effective in achieving an interest in living a vegetarian lifestyle with a low contribution value of 5.2%. In line with this, the results of the educational variable of '21 Hari Vegan' by Sinergia Animal Indonesia also proved effective in achieving the expected goals with a contribution value of 8.6%. Therefore, a contribution of more than 90% by other factors is still required to achieve the expected goals. Tests carried out in this study stated that the assumptions contained in the protection-motivation theory that underlies the fear-anxiety hypothesis about effective climate change information to achieve an interest in living a vegetarian lifestyle have been verified in this study, similar to the assumptions in this study, the diffusion of innovation theory that underlies the '21 Hari Vegan' education hypothesis is effective in achieving the expected goal, namely the interest in living a vegetarian lifestyle.

The findings on testing each of the independent variables on the interest in the vegetarian lifestyle stated effectiveness with a low value, this indicated that the two independent variables were weak instruments for encouraging interest in the vegetarian lifestyle. Therefore, the research results can be used as input for companies and communities that aim to encourage plant-based consumption patterns in developing communication strategies to the public.

Keywords: Impact of climate change, Fear-Arousal, Vegetarianism, Interests

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