Analysis of Food Waste Campaign Content on the Hashtag #Habiskanmakananmu on Instagram

Abstract

The rise of food waste issues has prompted the implementation of several social campaigns, one of which is the #HabiskanMakananmu social campaign. This study aims to identify the characteristics and analyze the effectiveness of social campaign content on #HabiskanMakananmu on Instagram. This research is an exploratory design with a content analysis method. The data collection used a purposive sampling technique of 200 social campaign content on Instagram using the content analysis method. The data was processed by cross-tabulation and descriptive interpretation using Microsoft Excel, IBM SPSS Statistics 25.0, and Voyant web as a qualitative data processing application. The results of content effectiveness show that most of the content is interesting, uses standard language in delivering messages, contains two to three pieces of information, creates a sense of awareness and sympathy for readers, and has the potential to change reader behavior. Therefore, content readers can choose and read content wisely and apply habits that reduce food waste.

Community education approaches for food waste reduction in Indonesia: A systematic review

“…It has been demonstrated that the use of graphics, titles, and standard language while delivering communications ensures that everyone can comprehend and properly analyze the messages conveyed. Campaigns and seminars play a vital role in not only raising awareness but also helping people improve their behavior and become more sympathetic to the problem of food waste [41]. The target audience of community education is divided into three groups, adults, youth, and children.…”

Food waste warriors: Indonesian communities engage through workshops and social media education

“…One of them is displaying numbers or percentages of Indonesia's food waste which can increase audience awareness about food waste since they are aware of how this issue is to their daily life. The third research has a similar deficiency to the first research which is social media consideration to reach more audience and there is no further explanation in the evaluation result [7]. The gap in the last research is mainly because the solution given in the content is not varied enough since it is more focus on warning and advisory information [7].…”

“…The third research has a similar deficiency to the first research which is social media consideration to reach more audience and there is no further explanation in the evaluation result [7]. The gap in the last research is mainly because the solution given in the content is not varied enough since it is more focus on warning and advisory information [7].…”

“…Community cooperation, monitoring, and evaluation are further methods after training to achieve sustainable daily life [6]. Other research regarding food waste campaigns on social media reveals that the content is commonly warning and advisory information [7]. The participants are exposed to a sense of awareness and sympathy from the campaign content.…”

“…The participants are exposed to a sense of awareness and sympathy from the campaign content. The campaign employs the use of graphics and titles, as well as standard language in message delivery, to ensure that all groups grasp the message [7].…”