Attitude Toward the Product (Greenness)

What it measures

A three-item scale measuring a consumer's perception of the environmental credentials of a specific product — the degree to which it is seen as environmentally friendly, green, and beneficial to the environment. Items contain a blank to be filled with the product name, enabling flexible application across different product categories. Originally used as a manipulation check across multiple studies of green product perception, the scale provides a brief and reliable measure of environmental product perception applicable to sustainable consumption research.

Response format

7-point Likert

Scale items

• The _____ is an environmentally friendly product.
• The _____ is a green product.
• The _____ is beneficial to the environment.

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

Usage notes & scoring

FILL-IN-THE-BLANK FORMAT: Blanks should be replaced with the focal product name. Alpha ranged from .78 to .93 across eight uses in four studies — Yan, Keh & Chen (2021). The .78 lower bound falls below threshold; the scale is included on the basis of the .93 upper estimate and its consistent use across multiple successful manipulation checks. VALIDITY: Used as manipulation check across studies; successful detection of greenness manipulations provides preliminary predictive validity. Two items adapted from Lin & Chang (2012); one item original. Companion to the Attitude Toward Green Marketing Claims Believability scale (AGMCB, ID 1924) and other green attitude measures.

Recommended companion scales

Citation

Yan, Li, Hean Tat Keh, and Jianqi Chen (2021). Assimilating and differentiating: The curvilinear effect of social class on green consumption. Journal of Marketing, 85(6), 66–82.

Keywords