Green consumer orientation in cosmetic sector: construct definition, measurement scale development, and validation

Abstract

AbstractGreen consumption behavior remains ambiguous due to researchers’ difficulties in exploring its predictors. This study conceptualizes Green Consumer Orientation (GCO), a new construct that develops a standardized scale gathering and measuring predictors of green consumption behavior. In-depth focus groups, content analysis, and consumer surveys were conducted among Algerians to develop a concise 21-item GCO scale that fits into three main dimensions: Identification, Equilibrium, and Interaction. The GCO scale is an improvement over existing scales thanks to its profiling role of green behavior and multifaceted predictors. Following Churchill’s paradigm, this new construct is supposed to be a driving variable explaining green attitudes and behavioral intentions. It can help decision-makers gain insights into green consumption behaviors that need improvement for a better sustainable lifestyle. It can also help businesses identify opportunities in green personal care products markets.

Keywords

• Len Tiu Wright, De Montfort University Faculty of Business and Law, United Kingdom
• Consumer orientation
• green consumption behavior
• green cosmetics
• measurement scale
• Consumer Psychology