Measuring Green Marketing: Scale Development and Validation

Academics and practitioners are paying increasing attention to green marketing as lesser damage the environment future generations become a priority in current complex business environment. Despite expanding studies this field, there is still lack of psychometrically sound scales measure practices. To fill gap, research aimed develop evaluate multifaceted scale. First, we draw on theoretical evidence define conceptualize construct marketing. Then, use multistudy scale development process create validate Green Marketing Scale (GMaS). Two groups participants were used for validation Study 1 (n = 102), with help exploratory factor analysis (EFA), refined reduced items, proposed structure. 2 155) established validity reliability The authors have tested six-factor model against four-factor models using confirmatory (CFA) sample managers. results CFA indicated that revised version appears be most tenable solution, it shows best fit data. resulting 14-item GMaS captures variety manifestations across organizational settings involves dimensions Strategy, Internal Marketing, Product, Communication. In general, confirms can energy industry.