Measures the degree to which a consumer prefers to purchase products that are believed to have a lower negative impact on the environment, including recycled materials, environmentally friendly formulations, and reduced packaging. Higher scores indicate a stronger preference for eco-conscious product choices.
Kareklas, I., Carlson, J. R., & Muehling, D. D. (2014). 'I eat organic for my benefit and yours': Egoistic and altruistic considerations for purchasing organic food and their implications for advertising strategists. Journal of Advertising, 43(1), 18–32.
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