An analysis of the measurement of the construct “buying behaviour” in green marketing.

Abstract

The process behind people´s decisions to buy green products is a complex one, and the factors that influence purchase behaviours are still not fully understood. This paper is an attempt to contribute to the state of knowledge in this field, by providing an analysis of the measurement of the construct buying behaviour in green marketing. In particular, it reports on the results of a study involving a sample of 1175 university students from four countries using a survey approach to test a green behavioural model. The method of data collection took the form of a self-administered questionnaire. The results gathered in the research have shown that the Straughan and Roberts’ scale of green buying behaviour studied presents a high level of reliability, above other commonly used scales and is a useful measure of green buying behaviour; some of the findings may help to improve the effectiveness of green marketing.