EFEKTIVITAS FEAR-AROUSAL PADA INFORMASI PERUBAHAN IKLIM DAN EDUKASI ‘21 HARI VEGAN’ OLEH SINERGIA ANIMAL INDONESIA TERHADAP MINAT MENJALANI POLA HIDUP VEGETARIAN

Abstract

The livestock sector is proven to produce methane gas which contributes as much as sixteen percent of the total causes of climate change. 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 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 DKI Jakarta 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. 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.