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首页> 外文期刊>European Journal of Business and Management >The Application of Awareness and Acceptability from the 4A’s of Marketing in The Potential Buyer of Green Product
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The Application of Awareness and Acceptability from the 4A’s of Marketing in The Potential Buyer of Green Product

机译：绿色产品潜在购买者在营销4A中的意识和接受度的应用

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摘要

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
机译：绿色营销的存在现在被认为是重要的，因为绿色营销了解营销活动如何利用有限的资源，但仍然能够满足消费者的需求并能够满足组织目标即销售活动。随着国际化妆品公司成为绿色营销的先驱，The Body Shop一直致力于保护环境。但是，绿色营销的存在并未使印尼人民为了共同利益而参与维护环境。这项研究的目的是了解风险意识如何以购买意愿的形式对潜在买家具有重要作用。风险感知与4A变量中的两个变量相关，包括意识和可接受性。本研究中还使用的其他变量是信任。这项研究的研究样本是印度尼西亚泗水The Body Shop的潜在购买者。受访者人数为384人。收集的数据将使用SEM（结构方程模型）进行处理。在执行数据处理之后，已知使用的变量已成功通过CFA测试（与有效性和可靠性有关）并检查拟合优度。结构模型的结果表明，风险感知是潜在的绿色产品购买者的良好基础。关键字：意识，可接受性，4A，绿色产品

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