Woke Washing Marketing dalam Perspektif Teologi  Mandat Budaya

Busno Busno; Nathanail Sitepu

doi:10.52104/harvester.v9i2.248

Woke Washing Marketing dalam Perspektif Teologi Mandat Budaya

Busno Busno, Nathanail Sitepu

Abstract

Woke washing marketing is a term used for companies that take advantage of social and environmental issues through marketing their products without committing to implementing them within their own company. This article aims to provide a Christian perspective on woke washing marketing based on the cultural mandate contained in the Bible. The research method used is an interpretative approach, which interprets the phenomenon of woke washing marketing from the perspective of cultural mandate theology. The results of this study state that the woke washing marketing strategy is contrary to the theology of cultural mandate because it only makes social issues and environmental issues a trend that brings profit to the company, without committing to fight for these issues.

Abstrak

Woke washing marketing adalah istilah yang digunakan untuk perusahaan-perusahaan yang mengambil keuntungan terhadap isu-isu sosial dan lingkungan hidup melalui pemasaran produk mereka tanpa komitmen menerapkannya di dalam perusahaan mereka sendiri. Artikel ini bertujuan untuk memberikan perspektif Kristen terhadap woke washing marketing berdasarkan mandat budaya yang tertuang dalam Alkitab. Metode penelitian yang digunakan adalah pendekatan interpretatif, yaitu menginterpretasikan fenomena woke washing marketing dari sudut pandang teologi mandat budaya. Hasil penelitian ini menyatakan bahwa strategi woke washing marketing bertentangan dengan teologi mandat budaya karena hanya menjadikan isu sosial dan isu lingkungan sebagai trend yang mendatangkan keuntungan bagi perusahaan, tanpa berkomitmen memperjuangkan isu-isu tersebut.

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DOI: https://doi.org/10.52104/harvester.v9i2.248