consumer orientation; green consumption behavior; green cosmetics; measurement scale
Abstract :
[en] Green consumption behavior remains ambiguous due to researchers' difficulties in exploring its predictors. This study conceptualizes Green Consumer Orientation (GCO), a new construct that develops a standardized scale gathering and measuring predictors of green consumption behavior. In-depth focus groups, content analysis, and consumer surveys were conducted among Algerians to develop a concise 21-item GCO scale that fits into three main dimensions: Identification, Equilibrium, and Interaction. The GCO scale is an improvement over existing scales thanks to its profiling role of green behavior and multifaceted predictors. Following Churchill's paradigm, this new construct is supposed to be a driving variable explaining green attitudes and behavioral intentions. It can help decision-makers gain insights into green consumption behaviors that need improvement for a better sustainable lifestyle. It can also help businesses identify opportunities in green personal care products markets.
Schmitz, Serge ; Université de Liège - ULiège > Département de géographie > Service de géographie rurale (Laboratoire pour l'analyse des lieux, des paysages et des campagnes européennes LAPLEC)
Language :
English
Title :
Green Consumer Orientation in Cosmetic Sector: Construct Definition, Measurement Scale Development, and Validation
Alternative titles :
[fr] L'orientation verte du consommateur à l'égard du secteur des cosmétiques : définition du concept, développement d'une échelle de mesure et validation
Original title :
[en] Green Consumer Orientation in Cosmetic Sector: Construct Definition, Measurement Scale Development, and Validation
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