Socially Responsible Consumption Behavior

What it measures

A pioneering and widely cited instrument in macromarketing and consumer behaviour research, operationalising socially responsible consumption as a broad individual-difference variable. Antil (1984) extended the conceptual work of Anderson & Cunningham (1972) and Webster (1975) on the 'socially conscious consumer,' offering a comprehensive psychometric operationalisation. The 40-item SRCB scale spans environmental conservation, product safety advocacy, support for minority-owned businesses, avoidance of companies with poor social records, and consumer political activism. Although predominantly used as a unidimensional composite (high internal consistency, alphaapprox.0.85), factor analyses have revealed a weak multidimensional structure reflecting environmental, product safety, and social advocacy dimensions. The SRCB has been used extensively to profile socially responsible consumer segments, predict environmentally conscious product choices, and evaluate the effectiveness of social marketing campaigns. It is the most comprehensive early operationalisation of the socially conscious consumer and remains a reference standard in macromarketing research. Compared with more focused instruments (ECOSCALE, GREEN), the SRCB's breadth enables multi-domain responsibility profiling but reduces sensitivity to specific green marketing interventions.

Response format

5-point Likert (1=strongly disagree to 5=strongly agree); all 40 items summed or averaged to form a single composite SRCB score

Scale items

• I have switched products for ecological reasons.
• I make a special effort to buy products in recyclable containers.
• When I have a choice, I buy the product that causes the least pollution in its manufacture.
• I try to buy from companies that show concern for the environment.
• I have convinced members of my family or friends not to buy some products because of their harmful environmental effects.
• When I must choose between them, I buy the product least harmful to other people and society.
• I will not buy a product if the company that sells it is environmentally irresponsible.
• I try to buy products whose packaging is made from recycled materials.
• I make a special effort to use biodegradable or environmentally safe products.
• I have donated time or money to an ecology action group.
• I avoid buying products that use excessive packaging.
• I try to buy household products in refillable containers.
• I have written letters to companies or government officials about environmental problems.
• I do things for the environment even when they are inconvenient.
• I look for the energy-efficiency rating when buying appliances.
• I buy food products that are produced without harm to the environment.
• I support companies that have a good record with respect to the environment.
• I have given money to an environmental or consumer advocacy cause.
• I buy products from companies that contribute a portion of their profits to worthwhile causes.
• I have participated in an environmental clean-up or awareness event.
• I believe that businesses have an obligation to be environmentally responsible.
• I feel that consumers have a responsibility to consider environmental impact in their purchases.
• I try to reduce the amount of garbage I produce.
• I recycle paper, glass, plastic, and aluminium whenever possible.
• I choose not to buy from companies that have poor environmental or social records.
• I buy organic or natural products when available.
• I try to car-pool or use public transport to reduce pollution.
• I conserve energy in my home by reducing heating and cooling usage.
• I look for products that have environmentally responsible labels or certifications.
• I am concerned about the social and environmental impact of the products I buy.
• I have spoken out or taken action against companies with poor environmental records.
• I prefer to buy local products to reduce transportation environmental costs.
• I feel responsible for ensuring that the environment is protected for future generations.
• I consider a company's social responsibility record when making purchase decisions.
• I try to use water and energy efficiently in my daily routine.
• I believe my individual purchasing decisions can make a difference to the environment.
• I avoid buying products from companies that exploit their workers.
• I support laws and regulations that protect the environment even if they raise prices.
• I have boycotted a product or company for social or environmental reasons.
• I feel personally responsible for protecting the natural environment.

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

Usage notes & scoring

The SRCB is a broad composite measure well-suited to consumer profiling and segmentation research; for experimental contexts requiring sensitivity to specific environmental interventions, use more focused domain-specific scales (ECOSCALE id:505, GREEN id:506). The scale spans both attitudinal items (e.g., 'I try to buy from companies that show concern') and behavioural items (e.g., 'I have written letters') — researchers should determine whether attitudinal-only or behavioural-only subscores are more appropriate for the specific research question. Some items referencing specific product categories or social issues (e.g., minority business support) may carry different valence across cultural contexts. Validated on US consumers; international adaptations should verify cultural equivalence of specific item referents. The SRCB correlates moderately with political liberalism and environmental attitudes but is not reducible to either construct — establish incremental validity in studies where both are present.

Recommended companion scales

Citation

Antil, J.H. (1984). Socially responsible consumers: Profile and implications for public policy. Journal of Macromarketing, 4(2), 18–39.

Keywords