Abstract
The concept of green marketing as part of ethical marketing is growing not only in developed countries but begins to spread in developing countries. The success of green marketing implementation aimed at marketing environmentally safe products ( greenness product ) is indicated by the change of consumer behavior . This study intends to examine the effect of perceived quality and perceived risk if it is related to the green consumer behavior in Indonesia which is relatively new developing . The results of this study indicate that there is an influence of green perceived quality to green satisfaction and there is a green influence on green trust on Body Shop products in Indonesia. Key words: Greenness Product Perception, green perceived quality, green perceived risk, green satisfaction , green trust DOI : 10.7176/JMCR/55-07 Publication date : April 30 th 2019
Highlights
Business activity in today's world faces tremendous challenges, as on the one hand facing climate change issues, water conservation, poverty reduction, human rights issues, fair business and support for local communities, on the other hand there are demands for profitability
A larger Qsquare value of 0 indicates that the model has a predictive relevance value. c) Hypothesis Testing Result (Line Coefficient Estimation) The estimated value for the path relation in the structural model should be significant. This value of significance can be obtained by boostrapping procedure
To know whether it is significant or not significant, it is seen from t-table at alpha 0,05 (5%) = 1.96, t-table is compared by t-hitung (t-statistic)
Summary
Business activity in today's world faces tremendous challenges, as on the one hand facing climate change issues, water conservation, poverty reduction, human rights issues, fair business and support for local communities, on the other hand there are demands for profitability. There is no other way unless businesses are aware of these challenges by implementing sustainability strategies in their business processes and objectives and consumers are aware of the importance of changing their consumption behavior towards more environmentally friendly patterns. The increased environmental pollution due to industrial activity is a major reason that makes consumers increasingly increase attention to environmental issues (Chen, 2011). This encourages companies to want to do environmental protection as a social responsibility (Peattie, 1995; Lee, 2009). The importance of environmental considerations related to the phenomenon of global warming encourages companies to compete to improve their ability to green opportunities (dwyer, 2009; Molina-Azorin et al, 2009). Companies pay more attention to green marketing in some products such as information and electronic products (Kalafatis and Pollard, 1999)
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