Measuring consumer understanding and perception of eco-labelling

Item selection and scale validation

Khan Md Raziuddin Taufique, Michael Jay Polonsky, Andrea Vocino, Chamhuri Siwar

Research output: Contribution to journalArticle

Abstract

The use of “eco-labels” by businesses, both as communication and positioning strategies, is increasing. For these eco-labels to be effective, however, it requires consumers to understand and value what eco-labels are communicating. Research suggests that there are many factors impeding consumers’ understanding of eco-labels. Most of these studies have focused on single dimensions of a complex phenomenon and in doing so they have ignored the multifaceted aspects of the construct, suggesting that a more integrated representation is warranted. The work herein undertakes four studies to empirically test and validate a multidimensional measure that can be used to assess how consumers psychometrically understand and perceive eco-labelling. The four-study process involves qualitative interviews to extend the issues identified within the literature, followed by two studies using principal component analysis, confirmatory factor analysis and structural equation modelling analysis, each using separate samples, to test the reliability and validity of the proposed eight-dimensional 27-item ECOLSCALE. Another study is then undertaken to assess the nomological validity of the scale regarding to consumers’ environmental orientation. The ECOLSCALE developed in this work can be used to assist marketers, policy makers and researchers to evaluate the impact of eco-labelling schemes on consumers’ understanding of eco-labels, thereby enabling consumers to make more environmentally informed decisions.

Original languageEnglish
JournalInternational Journal of Consumer Studies
DOIs
Publication statusPublished - 1 Jan 2019

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Principal Component Analysis
Administrative Personnel
Reproducibility of Results
Statistical Factor Analysis
Communication
Research Personnel
Interviews
Research
Eco-labelling
Scale validation
Eco-label

Keywords

  • consumer decision making
  • consumer perception
  • eco-labelling
  • green marketing
  • scale development

ASJC Scopus subject areas

  • Applied Psychology
  • Economics and Econometrics
  • Public Health, Environmental and Occupational Health
  • Marketing

Cite this

Measuring consumer understanding and perception of eco-labelling : Item selection and scale validation. / Taufique, Khan Md Raziuddin; Polonsky, Michael Jay; Vocino, Andrea; Siwar, Chamhuri.

In: International Journal of Consumer Studies, 01.01.2019.

Research output: Contribution to journalArticle

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