Pengaruh Green Perceived Value, Green Perceived Risk Terhadap Green Purchase Intention Dengan Green Trust Sebagai Variable Intervening (Studi Kasus Di The Body Shop Di transmart Malang)

Abstract

Abstract

This study aims to determine the effect of Green Perceived Value, Green Perceived Risk on Green Purchase Intention With Green Trust As Intervening Variable (Case Study in Body Shop in Transmart Malang), in this study the sample is the visit of The Body Shop in Transmart Malang, collecting data using questionnaires to administrators, analysis of the data used is validity test, reliability test, normality test , Path analysis, statistical test t and sobel test, the results of this study have no significant direct relationship of Green Perceived Value, and Green Perceived Risk on Green Trust of The body Shop’s visitors in Transmart malang, there is a significant influence Green Perceived Value and Green Trust  on Green Purchase Intentions of the Body Shop's Visitors in Transmart Malang, there is an insignificant direct and negative effect of Green Perceived Risk on Green Purchase Intention visiting The Body Shop in Transmart Malang.

Keywords: Green Perceived Value, Green Perceived Risk, Green Trust, Green Purchase Intention