ABSTRACT
Pro-environmental consumer lifestyle is increasing all over the world, particularly in Indonesia. Many companies and organizations take advantage of this by applying corporate social marketing (CSM) to change their consumer behavior. An example of corporate social marketing (CSM) is the one performed by the Coca Cola Company with its program entitled “Break the Bottle” for Ades. This study was conducted to see how it affected the use of sensory stimulation within a social program related to branding behavior activity applied. Data was obtained by performing experimental research and surveys using questionnaires. The results of this study found that high sensory stimulation had a significant influence on acceptance of branding message through the implementation of branding behavior. However, it only affected the pro-environmental consumers. Therefore, the results of this study suggest that companies need to emphasize the implementation of social programs in delivery of the core of the social message. In addition, companies should also provide information and facilitate audience to perform the behavior in order to increase the audience’s involvement and participation according to the objectives of the social programs.
