Development and validation of the green customer citizenship behaviour measurement

This study developed and validated the green customer citizenship behaviour (GCCB) measurement to measure consumers' ecological concerns and their willingness to adopt and support green customer behaviour. The measurement was designed and developed through a four-stage process. An exploratory factor analysis was conducted on the pilot data to extract a factor structure of the construct, and a confirmatory factor analysis was then used to confirm and validate the measurement. The data revealed that the measurement is comprised of two dimensions: activist behaviour and non-activist behaviour, with each dimension comprised of two components. The components of activist behaviour are green advocacy and green altruism, whereas the components of non-activist behaviour are green affiliation and green advisory. The GCCB measurement exhibits internal consistency reliability, construct validity, and nomological validity. Moreover, the measurement explains how customers nurture their behaviour which is essentially voluntary and pro-social towards the welfare of the environment.