A Sustainability Communication Model For Supporting Green Transportation (A Qualitative Content Analysis on the TikTok account @eos_indonesia's Social Media Marketing of Electric Vehicles)

Abstract

^{The low adoption of electric vehicles in Indonesia (1–1.2%) indicates a gap in public communication narratives that have not been able to build a sense of environmental "security" for the public. Amid the climate crisis and the 2060 Net Zero Emission target, the TikTok account @eos_indonesia plays a role as a communication actor actively promoting electric vehicles with a safe and comfortable narrative through digital content, in contrast to competitors who generally only focus on the technical aspects of the product. This study aims to identify how sustainability messages are constructed through visual elements, language, and narrative as a form of marketing in sustainability. This study uses a content analysis method, combining a sustainability communication approach and securitization theory. The focus of this research is on the framing strategies used by TikTok content creator @eos_indonesia in marketing electric vehicles on social media. This study uses a qualitative research method with a content analysis approach. To ensure the depth of this data, several methods are used to collect information. These methods consist of interviews, digital participatory observation and documentation. The data collection is an analysis of the TikTok account @eos_indonesia content data that will be taken with a period of January - June 2026 according to the classification that has been made, the data collected includes: video content (visual, audio and narrative). and content analysis has stages, starting from determining the unit of information, data sampling, recoding or recoding data (coding), grouping based on certain categories until finally interpreting the meaning contained in the message content. The results of this study, as presented on the TikTok account @eos_indonesia, describe electric vehicles as the newest and most environmentally friendly transportation solution, which is conveyed through educational content narratives and highlights the benefits of electric vehicles in everyday life. The published content consistently builds the view that the use of electric vehicles is safe, comfortable, and beneficial for environmental sustainability. This strengthens public acceptance of the transition to more sustainable transportation.}