Today, the green campaign is one of the prominent topics among Malaysians. The main goal of the green campaign is to raise public awareness to protect our environment. The green campaign not only popular in Malaysia, is also very famous in foreign countries. In Malaysia, there is a large organization organizing a green campaign, such as the Environmental Protection Society Malaysia (EPSM), Malaysian Environment NGOs (MENGO) and Treat Every Environment Special Sdn. Bhd. (TRESS). In addition, from the research of researchers, there are also few companies that support the green campaign, such as Panasonic, TESCO and Nippon weather engine.
EPSM was founded on January 11, 1974 at the University of Malaysia in Kuala Lumpur. The company founded by a Malaysian group concerned with the protection of the environment. EPSM is a non-profit organization that administers an executive committee elected on a voluntary basis. The main objective of EPSM is to control activities that harm the environment. In the EPSM organization, public relations (PR) roles help to advertise to the organization and at the same time help raise awareness among the public.
MENGO was formed under the Danish international development assistance in November 2001. MENGO was an active society, can make impact on the decision making in the levels of the society of Malaysia. The organization supports the Malaysian government on environmental policies. The mission of MENGO is to protect the environment and keep the agenda level equal to local, national and international. The organization organized a campaign on April 19, 2009 in Penang Bosch Hall to discuss plastic bags should be banned or banned.
TREES is a local not-for-profit organization. The organization founded in February 1995. The main goal of TREES is to educate the public what is important to protect our environment and reduce the negative impact on our environment. The TREES organizations have organized two successful programs this year. On February 14, 2009, they organized the Valentine Promise for Mother Earth, the program uses to encourage the public to send a photograph with a caption of how you protect the environment so you can share with each other. In addition, on March 13, the organization organized community recycling campaign in Ampang, this activity helps reduce air pollution. Many people participated in these two events. The events are very significant and bring benefits to our environment.
Panasonic Sdn. Bhd. It is one of the electronic companies designed a refrigerator to support the green campaign and the product successfully launched in Malaysia. It is capable of being a self-tuning electricity regulator that reduces waste. Compare with another brand of refrigerator the Panasonic refrigerator capable of saving 40% of electricity. This helps to combat global warming and save money all the time. Panasonic's electronics company in the United States of America is also concerned about environmental protection and sustainability. The company's practices are a prudent and sustainable use of Earth's natural resources and the protection of the environment. Along with many benefits associated with using and harnessing new technologies comes with responsibility that does not take lightly. The company hopes that this commitment to protect the environment continues to gain trust and public support.
In addition, the TESCO hypermarket has created an eco-friendly recycling bag. The goal is to encourage the consumer to use the recycling bag instead of using the plastic bag. Consumers who use the recycling bag when they buy the products can earn an extra point for the member's card. In addition, all Tesco in Penang applied the same rules set by the Penang state government. The Tesco hypermarket in the state of Penang does not distribute plastic bag to the consumer every Monday. In foreign countries, Tesco is the greenest supermarket. Tesco has won a prize for being the best corporate environmental strategy firm, invested £ 115 million in energy saving technology for its stores in the last two years and is working hard to create the zero carbon supermarket of the future.
Malaysian government also supports the green campaign. On March 28, 2009, the government encouraged all of Malaysia to turn off its lights from 8:00 AM until 9:00 AM. KL Tower and 8TV are one of the companies that support this program. In this program, PR professionals help the government spread all the information and publicize the activities. In addition, to support the green campaign, the state of Penang has already banned the consumer using a plastic bag every Monday. The purpose of this program is to encourage consumer recycle bag to those consumers who require a plastic bag on Monday need to pay 20sen for this.
Thus, Sains Malaysia University (USM), a university in Malaysia shows support for the green campaign. The USM organized many campaigns encouraging the student to take care of our environment. In addition, USM also joined the Tupperware Company to support the green campaign. Tupperware Company provided each student studying at USM a plastic container for daily use. When the student needs to make the packaging, the food can use a plastic container with the use of a plastic bag. This helps save a plastic bag to our motherland.
Not only has Malaysia had a green campaign, there is a very green campaign abroad. As the Disneyland of a foreign country created a Health, Environment and Justice Center (CHEJ) found that Walt Disney World uses more than 80 extremely toxic cleaners, instead of only 12 that are non-toxic and are Used in the park of animals outside the safety concerns for animals. The land of Disney is for children's visits in the park. At the same time, it can also allow children to "bathe, eat and play." CHEJ and community groups in Florida are urging Disney to use safer cleaners for the sake of children.
The main goal of the researcher is to create awareness of the public to care more about our environment and to let the public know that protecting our environment is our responsibility.
There are few journals collected by the researcher for reference purposes. From research of researchers, a campaign uses to organize a series of activities to try to achieve something. The goal of a campaign is to use it to get the audience's attention and promote a new product, or launch a new product. For a public relations campaign, they often use advertising and raise public awareness.
According to Singh (2007), today our environment faces a major problem and has become more serious. Hopefully the committee can influence the whole Malaysian society in relation to the environment and the problem can be solved easily. For EPSM, the public can understand what a green campaign is.
As a parent you need to educate your children how to care for our environment. Reading about the environment is not boring is very useful for everyone. Learn more about environmental issues help to broaden personal knowledge about something new. Do not let the media confuse us, as a responsible Malaysian, we must use a simple way to show others what to do. (Wahid, 2009).
Ohana (2007) define that environmental education is very important. This education will influence the future individual human beings, the nation and the whole world. The global environment will be affected depends on how human use science and technology in the future. For this, the scientific education must be prepared for the student. This is because most of the decisions made by the student will be around environmental issues in the future.
Adebobola (2004) argue that the environmental problem becomes more serious because industrial growth is very fast. Although some regions have been virtually untouched by the inhabitants, yet large areas have been affected. This makes the organization of the Environment Department of Africa concerned about the main issues of coexistence in the world.
The Penang government had released new declared rules beginning July 1 no plastic bag on every Monday. There are many people who disagree with the rules. That's because they say it's not convenience when buying food and goods makes them feel so inconvenient. According to Yu (2009) mainly consumer using plastic bag for a garbage bag if really want to apply the rules, the Penang government needs media support. According to Yeap (2009), he stated that all people should follow the rules and, at the same time, they can educate and encourage others to recycle.
From research research, there are two theories that can be applied in research. There is interaction theory and Klapper reinforcement theory.
The theory of interaction means to influence a medium in its audience is proportional to the amount of effort involved in consuming it. According to Ken Spencer, humans remember only 10 percent of what they read, 20 percent of what they hear and 30 percent of what they see. However, memory improves to 50 percent for those who see and hear something and 90 percent if the person is actively involved in the process or event rather than simply observing it. This theory can be illustrated by considering the results of staged events involving public participation. Thus, to encourage the public to participate in a green campaign, the organization needs to encourage the public to participate in the activities.
The Theory of Reinforcement of Klapper keeps the media can not create opinions from scratch, but can be effective in reinforcing existing beliefs and attitudes or bringing latent attitudes and attitudes to the surface and encouraging individuals to act on them . In this theory, it shows that even media that is not so powerful can influence people who think, but at least it can lead the public to worry about environmental issues.
Qualitative research is a field of research applicable to many disciplines and subjects. Qualitative researchers aim to bring together an in-depth understanding of human behavior and the reasons that govern such behavior. The qualitative method investigates the why and the mode of decision making. Therefore, smaller, but focused, samples are more often required rather than large random samples
Quantitative surveys mean that the variable under consideration should be measured. It is an element of precision because it uses numbers to quantify the result. The measurement process is central to quantitative research because it provides the fundamental connection between empirical observation and the mathematical expression of quantitative relationships. The term quantitative research is more commonly used in the social sciences as opposed to qualitative research.
The researcher uses both quantitative and qualitative research method in this study. It includes the research questionnaire and the intensive interview to relevant people so that the researcher can obtain more detailed information.
There will be 11 questions for the survey questionnaire. Within the questionnaire include: 5 dichotomous answer questions, 3 multiple choice questions and 3 open questions. All survey questions will be set based on the relevant green campaign.
A 100-copy questionnaire will be distributed to UTAR and KTAR students on the Perak campus. Both UTAR and KTAR will be distributed 50 copies of the questionnaire, 50 sets of questionnaires will be divided into half of which means 25 sets for both men and women. The reason why the researcher chooses the Perak UTAR campus because it is the largest campus in all of Malaysia compares to another campus. In addition, the researcher also chose the KTAR Perak campus to distribute the questionnaire because the Perak campus is Malaysia's second-youngest and newest campus. Thus, the researcher chooses the UTAR and KTAR student as a target audience, because it is compared to other university students. UTAR and KTAR have more students and may represent the majority of adolescents.
The researcher has established the target audience as a college and university student. The age range is about 18 to 23. It is because the college and university student will become a new generation in the future of society. So your perception of green campaign is very important to the search.
In addition, an intensive interview will be held with ESPM manager Gurmit Singh to understand his vision and why he forms the ESPM organization. He is the founder advisor and president of ESPM. Another interview will be conducted with Panasonic's general product marketing manager Cheng Chee Chung to understand why Panasonic needs to upgrade the refrigerator.
Both interviews will take about an hour. The researcher has set two sets of different interview questions for EPSM's president and Panasonic's general marketing manager because they both have their own perception regarding the green campaign.
Source by Charly Angel