Sustainable Consumption Values Scale

What it measures

Measures the degree to which pro-environmental concerns motivate and guide consumer product choices. The scale captures a stable individual difference in valuing environmental protection when making consumption decisions — 'green consumption values' — that predicts preference for eco-friendly products, willingness to pay premiums, and sustainable behaviour.

Response format

Likert (1–7, strongly disagree to strongly agree)

Scale items

• It is important to me to consume in ways that protect the natural environment.
• My consumption choices reflect my commitment to sustainability.
• Living and consuming sustainably is a core personal value for me.
• When I make purchase decisions, environmental sustainability is an important consideration.
• I try to buy products and services that are environmentally sustainable.
• Sustainable consumption is central to how I think about my lifestyle.

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

Usage notes & scoring

Score = mean of all 6 items. Higher = stronger green consumption values. Widely used as a moderator in research on eco-labels, sustainable product attributes, and green marketing claims. Related to but distinct from general environmental attitudes — focuses specifically on consumption decisions.

Recommended companion scales

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 Marketing Research, 51(1), 144–157.

Keywords