GREEN Consumer Values

What it measures

A parsimonious unidimensional scale measuring the degree to which environmentally friendly consumption functions as a personal value guiding purchasing decisions. The GREEN scale is the most widely used individual-difference measure in experimental green marketing research. Validated across multiple studies (n=139–1,053) with high internal consistency (alphaapprox.0.93) and strong temporal stability. CFA confirmed unidimensional structure; construct validity established against the New Ecological Paradigm (rapprox.0.57), willingness to pay for green products, and preference for environmentally friendly product attributes. Haws et al. demonstrated that GCV moderates the effectiveness of green product appeals: high-GCV consumers respond more positively to green attribute framing when it is presented as central rather than incidental to the product, are more sensitive to greenwashing cues, and show stronger preference correction when green claims are questioned. GCV predicts responses to eco-labels, sustainable packaging, carbon footprint disclosures, and green brand messaging across product categories. The scale is widely employed as a continuous moderator or median-split segmentation variable in 2 x 2 experiments testing green marketing interventions.

Representative items

• It is important to me that the products I use do not harm the environment.
• I consider the potential environmental impact of my actions when making many of my decisions.
• My purchase decisions are affected by my concern for our environment.
• I am concerned about wasting the resources of our planet.
• I would describe myself as environmentally responsible.

Citation

Haws, K.L., Winterich, K.P., & Naylor, R.W. (2014). Seeing the world through GREEN-tinted glasses: Green consumption values and responses to environmentally friendly products. Journal of Consumer Psychology, 24(3), 336–354.