The Application of Awareness and Acceptability from the 4A’s of Marketing in The Potential Buyer of Green Product

Abstract

The presence of green marketing is now considered important because of green marketing see how marketing activities utilize limited resources, but still be able to satisfy consumer desires and can meet organizational goals which is sales activity. As an international cosmetics company became a pioneer of green marketing, The Body Shop has always been committed in protecting the environment. However, the presence of green marketing does not make Indonesian people to participate in maintaining the environment for the common interest. The purpose of this study is to see how risk perception has an important role for the potential buyer in the form of purchase intention. Risk perception is associated with two of 4A's variable includes awareness and acceptability. Other variable also being used in this study is trust. The research sample of this study is the prospect buyer of The Body Shop in Surabaya, Indonesia. The number of respondents is 384 people. The data collected will be processed using SEM (Structural Equation Modeling). After performing data processing, it is known that the variables used have been tested successfully CFA (related with validity and reliability) and checking the goodness of fit. The results of structural model found that risk perception is good foundation to potential buyer of green product.

Keywords: Awareness, Acceptability, 4A's, Green Product