Pengaruh Green Perceived Value, Green Perceived Risk dan Green Trust Terhadap Green Purchase Intention The Body Shop di Wilayah Karasidenan Surakarta

Abstract This research aims to know the: (1) the influence of perceived value green against green purchase intention of The Body Shop in Karasidenan area of Surakarta (2) influence of perceived risk green against green purchase intention of The Body Shop in the region of Surakarta Karasidenan (3) the influence of the Green Trust against the Green Purchase Intention of The Body Shop in the locality of Karasidenan. This research using quantitative methods. The sample in this research is the consumer of The Body Shop as much as 100 respondents with engineering data retrieval using the questionnaire. Technique of data analysis that is using multiple linear regression analysis, classic assumption test, test, test the determination of the coefficient F (R2) and test t. results of the research there shows the influence of partially between independent variable with the dependent variable. Analysis of test data F note that green attributes perceived value, perceived risk and green green trust are jointly significant effect against green purchased intention of The Body Shop in the locality of Karasidenan. Keywords: Green Marketing, Green's Perceived Value, Perceived Risk, Green Green Trust, Green Purchased Intentio