ECOSCALE

What it measures

One of the earliest comprehensive psychometric instruments for measuring environmentally responsible consumer behaviour in marketing research, developed to address the multidimensional nature of green consumption. The ECOSCALE captures both behavioural dimensions (RCY, PURCH, CONS) and attitudinal/normative dimensions (SOC, ECQ), recognising that recycling behaviour, purchasing choices, conservation actions, social norms, and underlying environmental attitudes are empirically distinct constructs. Validated with consumer samples using CFA to confirm the factor structure. The scale predicts actual environmental behaviour beyond attitude-only measures and enables granular profiling: consumers may score high on recycling but low on environmentally conscious purchasing, indicating distinct intervention targets. The SOC dimension is particularly relevant for social norm campaigns (e.g., descriptive norm interventions referencing community behaviour). PURCH is the most predictive dimension for green marketing responses. The ECOSCALE preceded broader SEM adoption in green consumer research and informed subsequent instruments including the New Ecological Paradigm (Dunlap et al., 2000) and the Ecologically Conscious Consumer Behavior scale (Roberts, 1996).

Representative items

• I sort my garbage for recycling purposes. (RCY)
• I try to buy products that come in recyclable containers. (PURCH)
• I turn off lights when leaving a room to save energy. (CONS)
• People I know think it is important to recycle. (SOC)
• I am concerned about the quality of our environment. (ECQ)

Citation

Stone, G., Barnes, J.H., & Montgomery, C. (1995). ECOSCALE: A scale for the measurement of environmentally responsible consumers. Psychology & Marketing, 12(7), 595–612.