Attitude Toward "Green" Products (Environmental Benefits)

What it measures

A three-item scale measuring a consumer's belief in the environmental effectiveness of green products — specifically whether purchasing and using such products genuinely contributes to environmental protection and pollution reduction. One item is reverse-scored. Developed as part of a broader study on consumer ambivalence toward sustainable consumption, the scale focuses on the instrumental environmental dimension of green product attitudes rather than aesthetic, ethical, or social identity aspects.

Response format

Likert (format not specified; likely 7-point agree/disagree)

Scale items

• Green products are good for the environment.
• Green products cannot help slow the deterioration of the environment. (r)
• Green products can effectively reduce pollution.

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Single reliability estimate: α = .81 — Chang (2011). VALIDITY: Not reported. One item is reverse-scored ('Green products cannot help slow the deterioration of the environment'). Response format not described; researchers should specify and report the scale used. Originally labelled 'perceived green product utility' by Chang (2011). Companion to the Green Marketing Claims Believability scale (AGMCB, ID 1924) and Ambivalence Toward the Object scale (ATO, ID 1907) from the same study.

Recommended companion scales

Citation

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

Keywords