A four-item scale measuring the extent to which a consumer finds environmental or sustainability marketing claims to be credible and truthful. Items assess perceived believability, accuracy, and the absence of exaggeration or deception in green product claims, with three reverse-scored items and one positive-keyed item. The scale is designed to capture scepticism toward environmental marketing specifically, rather than general advertising scepticism, and is applicable to any context where green or eco-friendly product claims are the focal stimulus.
7-point Likert
Full scale items shown. Always cite the original source when using this scale in research.
Single reliability estimate: α = .81 — Chang (2011). VALIDITY: Not discussed. Three items are reverse-scored (not believable, exaggerated, misleading); one item is positively keyed (real). Researchers should confirm consistent reverse-scoring prior to scale computation. Developed for use in an experimental study with 'green' product stimuli; the items are phrased to refer broadly to 'green claims' and can be adapted to specific environmental claim types by replacing the general term. Conceptually related to but distinct from the Mohr, Eroğlu & Ellen (1998) scepticism measure (Journal of Consumer Affairs 32(1), 30–55) from which key terminology was drawn during item development.
Chang, Chingching (2011). Feeling ambivalent about going green. Journal of Advertising, 40(4), 19–32.
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