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Antecedents of green consumption: a scale of measure

Sinove Marde (IUT Cherbourg - Manche - Departement GEA, Universite de Caen Normandie, Cherbourg-Octeville, France)
Claire Verite-Masserot (IUT Cherbourg- Manche- Departement TC, Universite de Caen Normandie, Cherbourg-Octeville, France)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 11 June 2018




This paper aims to provide a scale of measure that is based on the antecedents of environmentally friendly consumption, which will measure multifaceted profiles and apply to several product categories over the long term.


The list of antecedents is derived from the literature and a qualitative study. Exploratory and confirmatory analyses using two samples of respondents are conducted to validate the scale.


The results suggest the use of a scale with three multi-dimensional facets when examining the antecedents of environmentally friendly consumption. The first facet is called “barriers to purchase” and has a four-dimensional structure; the second facet is called the “relationship with the product” and has a two-dimensional structure; and the third facet is called the “propensity to consume environmentally friendly products” and has a four-dimensional structure.

Research limitations/implications

Future research should seek to test and confirm the version of the global tool of measure proposed in this study.

Practical implications

Firms can use the tool to better understand the reasons to buy or not buy green products. They can now have multifaceted profiles to better comprehend environmentally aware consumption and to adapt their marketing strategies.


The tool of measure proposed here highlights the predictive indicators of green consumption based on its antecedents. Because these antecedents can differ not only in their nature but also in their intensity, combining them to develop a global tool is necessary.



Marde, S. and Verite-Masserot, C. (2018), "Antecedents of green consumption: a scale of measure", Journal of Consumer Marketing, Vol. 35 No. 4, pp. 414-425.



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