Development of multi-item measurement scale for green consumer behaviour

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.