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Volume :15 Issue : 3 2008      Add To Cart                                                                    Download

DEVELOPING AND VALIDATING A NEW SCALE FOR IDENTIFYING GREEN CONSUMERS IN THE MARKETPLACE

Auther : ISMAIL M. ELSAYED
MONA R. AL-GHAIS

This study aimed at developing and validating a new scale for identifying green consumers in the marketplace. The study was divided into three stages. In the first stage, an exploratory study using the focus group technique, was used to develop those items to be included in the scale. Five focus group sessions were held in both Cairo and Alexandria and 58 statements were developed. In the second stage, an initial categorization was carried out on those statements reducing them to only 42. Using forty customers, a sorting task was utilized. Data from this sorting task was then subjected to a hierarchical cluster analysis which resulted in two different solutions. Seven items were eliminated from any further consideration based on the results of this analysis, leaving only 35 statements. By balancing some criteria those statements were again reduced to 26 items to be used in the final stage. In the last stage, a self-administered survey was conducted using 1,230 customers living in both Cairo and Alexandria. The two solutions provided by the exploratory hierarchical cluster analysis were subject to confirmatory factor analysis. None of the two solutions was confirmed. An exploratory factor analysis was performed on the survey data which resulted in the elimination of 2 items. The remaining 24 items were loaded in three factors which explain around 93.87% of the variance. Using LISREL VIII the remaining statements were subject to further analyses to test the reliability, unidimensionality, and validity of the scale. The final scale contained only 20 items and proved to be reliable, unidimensional and valid. Some implications of this scale were finally cited.

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