Ecologically Conscious Consumer Behaviour (ECCB, Roberts)
Marketing & SalesReliability: alpha 0.963 sample items
About this scale
A 30-item measure of ecologically conscious consumer behaviour — purchase, use, and disposal behaviours that take environmental impact into account. Used widely in CSR, green-marketing, and ESG research.
Sample item(s)
“I have switched products for ecological reasons.”
“When I have a choice between two equal products, I purchase the one less harmful to the environment.”
“I make every effort to buy paper products made from recycled paper.”
Reliability
Reported internal consistency: alpha 0.96. As a rule of thumb, Cronbach’s α ≥ .70 is considered acceptable, ≥ .80 good, and ≥ .90 excellent for established measures.
Notes
Pair with willingness-to-pay-premium items for green-product research.
Source & citation
Roberts, J. A. (1996): Green consumers in the 1990s: Profile and implications for advertising. Journal of Business Research, Vol. 36, No. 3, pp. 217–231.
Source. Scale details are summarised from the publication cited above. Always consult the original source for the full item set, scoring, and permission to use.
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