Validity and reliability of constructs
| Constructs | Items | Loadings | Cronbach's alpha | CR | AVE |
|---|---|---|---|---|---|
| Perceived consumer effectiveness (PCE) (Roberts, 1996) | PCE1: It is worthless for the individual consumer to do anything about pollution. (R) | 0.915 | 0.880 | 0.911 | 0.721 |
| PCE2: When I buy products, I try to consider how my use of them will affect the environment and other consumers | 0.815 | ||||
| PCE3: Since one person cannot have any effect upon pollution and natural resource problems, it doesn't make any difference what I do. (R) | 0.878 | ||||
| PCE4: Each consumer's behavior can have a positive effect on society by purchasing products sold by socially responsible companies | 0.781 | ||||
| Green trust (GT) (Chen, 2010) | GT1: Brands' environmental commitments are generally reliable | 0.893 | 0.916 | 0.941 | 0.799 |
| GT2: Brands' environmental performance is generally dependable | 0.885 | ||||
| GT3: Brands' environmental argument is generally trustworthy | 0.896 | ||||
| GT4: Brands keep promises and commitments for environmental protection | 0.902 | ||||
| Anticipated guilt (AG) (Kugler and Jones, 1992) | Imagine that you are in a store and decide not to buy an environmentally friendly product. How would you feel? | ||||
| AG1: … I would feel guilty | 0.896 | 0.950 | 0.961 | 0.833 | |
| AG2: … I would feel remorseful | 0.903 | ||||
| AG3: … I would feel sorry | 0.896 | ||||
| AG4: … I would feel bad | 0.900 | ||||
| AG5: … I would feel ashamed | 0.966 | ||||
| Moral disengagement (MD) (Wu et al., 2021) | MD1: For the convenience of my friends/relatives, it's alright to perform less eco-friendly behaviors sometimes | 0.928 | 0.982 | 0.982 | 0.899 |
| MD2: Considering the pollution caused by big enterprises, it's hardly a sin for us to perform environmentally harmful behaviors sometimes | 0.982 | ||||
| MD3: People cannot be blamed for doing environmentally harmful behaviors if their leaders pressure them to do so | 0.959 | ||||
| MD5: Conducting environmentally harmful behaviors for a little while doesn't cause big harm to the environment | 0.953 | ||||
| MD6: Wearing animal fur is okay; anyhow, animals are not human beings | 0.966 | ||||
| MD7: If I'm engaged in less eco-friendly behaviors, it's probably because the government is not doing enough to support the environment | 0.897 | ||||
| Purchase intention (PI) (Ngo et al., 2024) | PI1: I consider purchasing sustainable clothing | 0.887 | 0.910 | 0.937 | 0.788 |
| PI2: I intend to buy sustainable clothing instead of conventional clothing in the future | 0.894 | ||||
| PI3: I might possibly buy sustainable clothing in the future | 0.884 | ||||
| PI4: I would consider buying sustainable clothing if I happen to see them in a (n) (online store) | 0.886 |
| Constructs | Items | Loadings | Cronbach's alpha | CR | AVE |
|---|---|---|---|---|---|
| Perceived consumer effectiveness (PCE) ( | PCE1: It is worthless for the individual consumer to do anything about pollution. (R) | 0.915 | 0.880 | 0.911 | 0.721 |
| PCE2: When I buy products, I try to consider how my use of them will affect the environment and other consumers | 0.815 | ||||
| PCE3: Since one person cannot have any effect upon pollution and natural resource problems, it doesn't make any difference what I do. (R) | 0.878 | ||||
| PCE4: Each consumer's behavior can have a positive effect on society by purchasing products sold by socially responsible companies | 0.781 | ||||
| Green trust (GT) ( | GT1: Brands' environmental commitments are generally reliable | 0.893 | 0.916 | 0.941 | 0.799 |
| GT2: Brands' environmental performance is generally dependable | 0.885 | ||||
| GT3: Brands' environmental argument is generally trustworthy | 0.896 | ||||
| GT4: Brands keep promises and commitments for environmental protection | 0.902 | ||||
| Anticipated guilt (AG) ( | |||||
| AG1: … I would feel guilty | 0.896 | 0.950 | 0.961 | 0.833 | |
| AG2: … I would feel remorseful | 0.903 | ||||
| AG3: … I would feel sorry | 0.896 | ||||
| AG4: … I would feel bad | 0.900 | ||||
| AG5: … I would feel ashamed | 0.966 | ||||
| Moral disengagement (MD) ( | MD1: For the convenience of my friends/relatives, it's alright to perform less eco-friendly behaviors sometimes | 0.928 | 0.982 | 0.982 | 0.899 |
| MD2: Considering the pollution caused by big enterprises, it's hardly a sin for us to perform environmentally harmful behaviors sometimes | 0.982 | ||||
| MD3: People cannot be blamed for doing environmentally harmful behaviors if their leaders pressure them to do so | 0.959 | ||||
| MD5: Conducting environmentally harmful behaviors for a little while doesn't cause big harm to the environment | 0.953 | ||||
| MD6: Wearing animal fur is okay; anyhow, animals are not human beings | 0.966 | ||||
| MD7: If I'm engaged in less eco-friendly behaviors, it's probably because the government is not doing enough to support the environment | 0.897 | ||||
| Purchase intention (PI) ( | PI1: I consider purchasing sustainable clothing | 0.887 | 0.910 | 0.937 | 0.788 |
| PI2: I intend to buy sustainable clothing instead of conventional clothing in the future | 0.894 | ||||
| PI3: I might possibly buy sustainable clothing in the future | 0.884 | ||||
| PI4: I would consider buying sustainable clothing if I happen to see them in a ( | 0.886 |