THE EFFECT OF GREEN PERCEIVED QUALITY, GREEN PERCEIVED RISK ON GREEN SATISFACTION AND GREEN TRUST ON THE BODY SHOP PRODUCT

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