Title: Development of multi-item measurement scale for green consumer behaviour

Authors: Mayank Bhatia; Amit Jain

Addresses: Shri Chimanbhai Patel Institute of Management and Research, Affiliated to Gujarat Technological University, Opposite Karnavati Club, SG Highway, Ahmedabad, Gujarat, India ' TAPMI School of Business, Manipal University Jaipur, Dehmi Kalan, Jaipur-Ajmer Expressway, Jaipur-303007, Rajasthan, India; School of Hotel Management, Manipal University Jaipur, Dehmi Kalan, Near GVK Toll Plaza, Jaipur-Ajmer Expressway, Jaipur, Rajasthan, India

Abstract: The purpose of this research is to develop a multi-item instrument, Green Consumer Behaviour Scale, for the assessment of green behaviour of the consumers. The authors have described the conceptualisation and operational functions used in constructing and refining the multiple-item scale to measure the construct 'green consumer behaviour'. The scale is validated through assessment of content validity, predictive validity, and construct validity. Factor analysis is used to further refine the scale. The research highlights various factors that may affect the consumers' purchase behaviour towards green products and can be used to measure the purchase intention (behaviour) of the consumers towards green products. Marketers can use the scale to evaluate the purchase behaviour of the consumers prior to the launch of green products and devise their strategy for marketing of green products. This paper fulfils an identified need to develop a multi-item instrument to assess the green behaviour of the consumers.

Keywords: green consumer behaviour scale; GCBS; multi-item measurement scale; green marketing; green products; consumer behaviour.

DOI: 10.1504/IJSSS.2017.087434

International Journal of Society Systems Science, 2017 Vol.9 No.3, pp.199 - 221

Received: 08 Jul 2016
Accepted: 31 Mar 2017

Published online: 15 Oct 2017 *

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