Academia.eduAcademia.edu

Sustainable Consumption: A Scale Development and Validation

2016

International Textile and Apparel Association (ITAA) Annual Conference Proceedings 2016: Blending Cultures Nov 9th, 12:00 AM Sustainable Consumption: A Scale Development and Validation Srikant Manchiraju Florida State University, [email protected] Ross May Florida State University, [email protected] Eundeok Kim Florida State University, [email protected] Frank Fincham Florida State University, [email protected] Follow this and additional works at: https://lib.dr.iastate.edu/itaa_proceedings Part of the Fashion Business Commons, and the Fashion Design Commons Manchiraju, Srikant; May, Ross; Kim, Eundeok; and Fincham, Frank, "Sustainable Consumption: A Scale Development and Validation" (2016). International Textile and Apparel Association (ITAA) Annual Conference Proceedings. 116. https://lib.dr.iastate.edu/itaa_proceedings/2016/posters/116 This Event is brought to you for free and open access by the Conferences and Symposia at Iowa State University Digital Repository. It has been accepted for inclusion in International Textile and Apparel Association (ITAA) Annual Conference Proceedings by an authorized administrator of Iowa State University Digital Repository. For more information, please contact [email protected]. 2016 Proceedings         Vancouver, British Columbia   Sustainable Consumption: A Scale Development and Validation Srikant Manchiraju, Ross May, Eundeok Kim, and Frank Fincham, Florida State University, Tallahassee, Florida, USA Keywords: consumption, scale-development, sustainability Introduction. In recent years, there has been widespread consensus among the general public as well as the academics that sustainable consumption is important. Accordingly, several firms (e.g., Target) and research studies (e.g., Manchiraju & Sadachar, 2014) have focused on sustainable consumption, be it apparel/fashion or otherwise. In general, sustainable consumption refers to “the use of goods and services that respond to basic needs and bring a better quality of life, while minimizing the use of natural resources … so as not to jeopardize the needs of future generations” (Reisch, 1998, p. 9 cited in Dolan, 2002). However, Dolan (2002) noted the lack of specific attention to the concept of sustainable consumption itself. For example, to date, there seems to be no measurement scale that pertains to one’s general sustainable consumption.1 Therefore, the purpose of the present study is to develop a valid sustainable consumption (SC) scale. Furthermore, the psychometric properties of the newly developed SC scale are tested using multiple samples. Procedure. The authors of the present study extensively reviewed literature related to sustainable consumption (e.g., energy consumption, recycling, etc.). Based on the extant literature, 19 items were generated. The 19 items generated were reviewed by three experts. Based on the experts’ feedback, two items were deleted and two items were reworded. Finally, the scale consisted of 17 items, which was used for data collection along with other relevant variables (i.e., happiness, altruism, gratitude, and purchase intentions towards luxury products). The scale development procedure is consistent with the recommendations outlined by Gerbing and Anderson (1988). Sample. Data were collected using an online survey following approval for use of human subjects. Sample 1 consisted of 240 undergraduate students (91% female; Mage = 19.69, SD = 1.80; 68% ‘White,’ 18% ‘Hispanic,’ 10% ‘Black,’ 3% ‘Asian or Pacific Islander,’ and 1% responded ‘other’). Sample 2 consisted of 240 undergraduate students (87% female; Mage = 19.78, SD = 1.96; 76% ‘White,’ 9% ‘Hispanic,’ 10% ‘Black,’ 3% ‘Asian or Pacific Islander,’ and 2% responded ‘other’). Sample 3 consisted of 317 national adult participants via Amazon Mechanical Turk (AMT) (77% female; Mage = 33.19, SD = 12.14; 77% ‘White,’ 6% ‘Hispanic,’ 6% ‘Black,’ 7% Asian or Pacific Islander, 1% Middle Eastern, and 3% responded ‘other’). Results. Utilizing sample 1, reliability analysis of 17 items indicated 3 items to be eliminated due to low inter-item correlations. The resulting Cronbach alpha was .945. Exploratory Factor                                                                                                                         1 We acknowledge that there are adapted forms of scales (E.g., purchase intentions towards sustainable products) or other facets of sustainable consumption (E.g., anti-consumption—voluntary simplicity). However, these scales do not capture general sustainable consumption. Page 1 of 2 © 2016, International Textile and Apparel Association, Inc. ALL RIGHTS RESERVED ITAA Proceedings, #73 – http://itaaonline.org    2016 Proceedings       Vancouver, British Columbia Analysis (EFA) utilizing principal components extraction and varimax rotation indicated the remaining 14 items to be unidimensional, accounting for 59% of the total variance of the sustainable consumption measure. Using sample 2, a Confirmatory Factor Analysis (CFA), indicated initial inadequate model fit. Model modification based on fit indices and item loadings, resulting in a 5-item model with good model fit (χ2 = 26.71, df = 5, p < .001; CFI = .987; RMSEA = .097; SRMR = .017). To replicate the 5-item factor structure in a unique sample, sample 3 demonstrated good model fit (χ2 = 50.42, df = 5, p < .001; CFI = .953; RMSEA = .17; SRMR = .036) accounting for 76% of the total variance of the sustainable consumption measure. Additionally, the Cronbach’s alpha for AMT sample was .86. Correlational analyses were conducted using the AMT sample. The newly developed scale positively correlated with happiness (r = .704, p < .001), gratitude (r = .245, p < .001), and altruism (r = .493, p < .001). On the other hand, sustainable consumption was marginally correlated with purchase intentions towards luxury products (r = .105, p = .065). Scale Items. (1 = “Strongly disagree” and 7 = “Strongly agree”) 1. I pay premium for products (e.g., apparel) that were manufactured in an environmentally friendly way. 2. I buy eco-friendly apparel even if I have to forgo some clothing options. 3. I avoid products made by brands (companies) that are known for engaging in environmentally harmful behaviors. 4. I buy clothing made of organic materials (e.g., organic cotton). 5. I spend time trying to increase my knowledge about sustainable products. Conclusion. In summary, we developed a psychometrically robust SC scale using the new paradigm proposed by Gerbing and Anderson (1988). Furthermore, the study employed several different samples; both students and general adults. Additionally, the newly developed scale demonstrated adequate reliability. We encourage future studies to employ the developed scale to understand various issues related to sustainable consumption. References Dolan, P. (2002). The sustainability of “sustainable consumption”. Journal of Macromarketing, 22(2), 170-181. Gerbing, D. W., & Anderson, J. C. (1988). An updated paradigm for scale development incorporating unidimesnionality and its assessment. Journal of Marketing Research, 25, 186-192. Manchiraju, S., & Sadachar, A. (2014). Personal values and ethical fashion consumption. Journal of Fashion Marketing and Management, 18(3), 357-374.   Page 2 of 2 © 2016, International Textile and Apparel Association, Inc. ALL RIGHTS RESERVED ITAA Proceedings, #73 – http://itaaonline.org