Christiano, Gracelline and Fatharini, Anjani Tri and Farabi, Nadia (2025) GREEN CRUSADE AGAINST THE GIANT: BEHIND GREENPEACE INDONESIA’S CAMPAIGN STRATEGY IN DENOUNCING UNILEVER GREENWASHING GAMBIT. Undergraduate thesis, Fakultas Ilmu Sosial dan Ilmu Politik Universitas Diponegoro.

	Text COVER.pdf - Submitted Version Restricted to Repository staff only Download (605kB)
	Text BAB I.pdf - Submitted Version Download (695kB)
	Text BAB II.pdf - Submitted Version Download (5MB)
	Text BAB III.pdf - Submitted Version Restricted to Repository staff only Download (16MB)
	Text BAB IV.pdf - Submitted Version Download (100kB)
	Text Daftar Pustaka_Gracelline Christiano.pdf - Submitted Version Download (109kB)

Abstract

The proliferation of greenwashing by multinational corporations has become a
critical barrier to genuine environmental progress in Indonesia. Greenpeace
Indonesia has been at the forefront of environmental advocacy, actively
campaigning against corporate greenwashing, particularly that of Unilever, whose
sustainability claims often contrast with its environmental footprint in Indonesia.
In a context where corporate narratives dominate public discourse, Greenpeace
faces the dual challenge of contesting both ecological harm and ideological
control. This research aims to examine the strategic logic behind Greenpeace
Indonesia’s advocacy choice in challenging Unilever’s greenwashing practices
through strategic campaigns. Through employing a qualitative descriptive
approach, this research gathers and analyzes literatures and documents to examine
Greenpeace Indonesia’s advocacy strategy. The analysis is guided by Critical
Theory, which interrogates the structures of corporate ideological dominance, and
Collective Action Framing, which helps explain how Greenpeace constructs
narratives to mobilize public awareness and action. Findings reveal that
Greenpeace Indonesia’s use of a strategic set of campaign tools is shaped by the
power imbalance it faces against Unilever. This asymmetry drives Greenpeace to
adopt tactics that are not only confrontational but also calibrated to expose
contradictions, gain visibility, and sustain credibility in the face of corporate
dominance.
Keywords: Greenpeace Indonesia, environmental advocacy strategy,
greenwashing, Unilever, collective action framing
57 Hubungan Internasional 2025

Actions (login required)

View Item