Abstract
This study aims to conceptualise, develop, purify and validate a multiple-item scale to measure a sustainable consumption (SC) construct from the perspective of developing countries, particularly Malaysia. Interview, a focus group and survey methods were used to collect qualitative and quantitative data from respondents. Content Analysis, Exploratory Factor Analysis (EFA) and Confirmatory Composite Analysis (CCA) using Partial Least Square (PLS) were used to explore and predict the data. The EFA output generated three dimensions with 21 items. The dimensions are cognitive SC, affective SC and a conative SC that reflects the notion of sustainable consumption. The result of the CCA confirmed the EFA result. Based on the reliability and validity check results, it is apparent that the scale demonstrates good psychometric properties. This is a pioneer study that developed a new scale to measure sustainable consumption behaviour in a non-Western context. In addition, this study conceptualised sustainable consumption behaviour as a multi-dimensional attitudinal construct determined by the cognitive, affective and conative aspects of the mind.
Highlights
“Sustainable development” is a buzzword which is often considered as the panacea for the sustainability of humanity [1]
For a country to achieve a high level of sustainable development, the sustainable consumption trends demonstrated by citizens are essential [9]
Built on Hilgard’s [44] trilogy, Dennis et al [39] developed a tripartite model of Theory of Mind (ToM), which is widely used in business studies to understand the different mental states of consumers [46]
Summary
“Sustainable development” is a buzzword which is often considered as the panacea for the sustainability of humanity [1]. It is important to mention that there are scales that measure similar concepts, like “green purchase behaviour” [27], “ecological consumer behavior” [16], “environmental action” [28], “ethically minded consumer behaviour” [18] and “2pro-environmental behaviour” [29] These constructs are measured solely from a behavioural perspective. The theory of mind suggests that individuals possess different characteristics such as awareness, knowledge, preferences and convictions [30] Based on this theory and considering the notion of “mindfulness”, it is necessary to consider the cognitive, affective and conative states of a consumer’s mind when measuring SC. A discussion, conclusion, limitation and future research directions are presented
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