Transformasi Perilaku Masyarakat terhadap Gaya Hidup Ramah Lingkungan di Era Digital di Kota Cimahi
DOI:
https://doi.org/10.58818/ijss.v4i1.204Keywords:
perilaku pro-lingkungan, masyarakat digital, sustainability lifestyle, Media SosialAbstract
Transformasi digital telah mengubah pola interaksi masyarakat terhadap isu lingkungan dan membentuk perkembangan gaya hidup ramah lingkungan pada masyarakat urban. Media digital tidak lagi berfungsi hanya sebagai sarana komunikasi, tetapi juga menjadi ruang pembentukan kesadaran ekologis, identitas sosial, dan praktik konsumsi. Namun, meningkatnya kampanye lingkungan di media digital tidak selalu diikuti perubahan perilaku yang substantif. Penelitian ini bertujuan menganalisis transformasi perilaku masyarakat Kota Cimahi terhadap gaya hidup ramah lingkungan di era digital serta mengkaji peran media digital dalam membentuk kesadaran lingkungan dan praktik sustainability masyarakat urban. Penelitian menggunakan pendekatan kualitatif dengan desain deskriptif-kritis. Penelitian dilakukan di Kecamatan Cimahi Utara dengan melibatkan 17 partisipan yang dipilih melalui purposive sampling. Data dikumpulkan melalui wawancara mendalam, observasi, dan dokumentasi digital, kemudian dianalisis menggunakan thematic analysis. Hasil penelitian menunjukkan empat tema utama, yaitu media digital sebagai pembentuk kesadaran lingkungan, perubahan praktik gaya hidup ramah lingkungan, identitas sosial digital, dan kontradiksi antara kesadaran ekologis dengan budaya konsumtif. Temuan menunjukkan bahwa media digital meningkatkan kesadaran lingkungan sekaligus membentuk identitas sosial dan praktik sustainability yang cenderung simbolik. Penelitian menyimpulkan bahwa transformasi perilaku ramah lingkungan merupakan hasil interaksi kompleks antara teknologi, budaya, identitas sosial, dan perilaku konsumsi masyarakat urban.
Kata kunci: perilaku pro-lingkungan, masyarakat digital, sustainability lifestyle, media sosial
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