Attitude Toward "Green" Marketing Claims (Believability)

What it measures

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.

Representative items

• The green claims are real.
• The green claims are not believable. (r)

Citation

Chang, Chingching (2011). Feeling ambivalent about going green. Journal of Advertising, 40(4), 19–32.