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.

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 Marketing Research, 51(1), 144–157.