THE ROLE OF SCHOOL EDUCATION IN PROMOTING ENVIRONMENTALLY CONSCIOUS DIGITAL MARKETING
Keywords:
school education, digital marketing, green marketing, environmental awareness, ABCDAbstract
The development of digital technology requires the world of education to equip students with digital literacy skills that are integrated with environmental sustainability values through green marketing-oriented digital marketing learning. This study aims to analyze the role of school education in promoting environmental awareness in digital marketing using the Asset Based Community Development (ABCD) approach. The research methods include community mapping, individual skill inventory, and priority scale determination to identify school potential, student digital literacy skills, and project-based learning design. Data collection techniques were carried out through observation, documentation, and reflection on activities, which were then analyzed through data reduction, data presentation, and conclusion drawing stages. The results of the study show that the utilization of school assets can improve digital literacy skills, creativity in creating digital promotional content, and student awareness in conveying marketing messages that are oriented towards environmental sustainability. The integration of digital marketing with the concept of green marketing makes learning more contextual, participatory, and capable of shaping students' characters to be adaptive to technological developments and caring for the environment. Thus, school education through the ABCD approach plays an important role in preparing a generation that is digitally competent and ecologically responsible.
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