Community Empowerment through Digital Marketing and Ecobrick-Based Environmental Initiatives: A Social Marketing Approach

Abstract

Plastic waste has become an increasingly significant environmental issue along with the growing level of community activities. Before this program, residents of Yosowilangun Kidul Village commonly disposed of organic and inorganic waste together, regarded plastic waste as valueless refuse, and had never received structured training in waste segregation or recycling; this condition reflected limited practical knowledge rather than an unwillingness to change. Community empowerment efforts were therefore needed to shift this baseline condition toward more responsible waste management behavior. This community service program was conducted in Yosowilangun Kidul Village, Lumajang Regency, using a social marketing approach delivered through waste management socialization, ecobrick production training, digital marketing training, and continuous community mentoring. Following the program, participants shifted from passive waste disposal to active waste processing: they were able to sort plastic waste independently, produce ecobricks without facilitator assistance, and had begun using social media to promote products made from recycled materials. These changes were documented through facilitator observation and participant discussion across sessions, indicating measurable gains in both understanding and practical skill, although they were not captured through a formal pre-post instrument. This activity demonstrates that a sequenced education-training-mentoring model within a social marketing framework can be an effective and replicable strategy for shifting community behavior toward more sustainable plastic waste management at the village level.