Table 1. Measurement constructs and...

Table 1.

Measurement constructs and scale items

Constructs and scale items	Cronbach’s alphaStudy 1	Cronbach’s alphaStudy 2	Cronbach’s alphapre-test	Cronbach’s alphaStudy 3	Reference(s)
Environmental sustainability	0.90	0.83	Not included	0.91	Adopted from Kim et al. (2015)
PES1: The brand uses green technology
PES2: The brand invests in the environment
PES3: The brand produces eco-friendly products
PES4: The brand achieves environmental innovativeness
PES5: The brand recycles/encourages recycling
Social sustainability	0.90	0.84	Not included	0.94	Adopted from Kim et al. (2015)
PSS1: The brand serves social responsibility
PSS2: The brand cares about human rights
PSS3: The brand makes social contributions
PSS4: The brand provides social activities for local communities
PSS5: The brand hires local people
PSS6: The brand donates and offers volunteer work
Willingness to pay premiums	Single item	Single item	Not included	Single item	Adopted from Rossi and Rivetti (2020)
Please indicate the maximum price you will pay to purchase this product	Single item	Single item	Not included	Single item	Adopted from Rossi and Rivetti (2020)
Response efficacy	0.93	0.93	Not included	0.93	Adopted from Ibrahim and Al-Ajlouni (2018)
RE1: I am sure that purchasing this product is effective in preventing damage to the environment or society
RE2: I am sure that purchasing this product will help prevent sustainability issues
RE3: I am sure that purchasing this product will help prevent threats to a sustainable future
Fatalism	Not included	0.70	0.54	0.52	Adopted from Niederdeppe and Levy (2007)
F1: It seems like everything causes environmental and/or social issues
F2: There is not much a person can do to lower the environmental and/or social impacts of their consumption
F3: There are so many recommendations about preserving the environment and society, it’s hard to know which ones to follow
Pessimism	Not included	Not included	0.95	Not included	Adopted from Sadiq et al. (2020)
PES1: It is best not to get your hopes too high since you will probably be disappointed
PES2: Rarely do I expect good things to happen
PES3: If something can go wrong for me, it will
PES4: I hardly ever expect things to go my way
PES5: Things never work out the way I want them to
PES6: If I make a decision on my own, I can pretty much count on the fact that it will turn out to be a poor one
PES7: I rarely count on good things happening to me
PES8: Better to expect defeat: then it doesn’t hit so hard when it comes
PES9: Give me 50/50 odds, and I will choose the wrong answer every time
Optimism	Not included	Not included	0.87	Not included	Adopted from Sadiq et al. (2020)
OPT1: In uncertain times, I usually expect the best
OPT2: I always look on the bright side of things
OPT3: I’m always optimistic about my future
OPT4: When I undertake something new, I expect to succeed
OPT5: Where there’s a will, there’s a way
OPT6: In general, things turn out all right in the end

Constructs and scale items	Cronbach’s alphaStudy 1	Cronbach’s alphaStudy 2	Cronbach’s alphapre-test	Cronbach’s alphaStudy 3	Reference(s)
Environmental sustainability	0.90	0.83	Not included	0.91	Adopted from Kim et al. (2015)
PES1: The brand uses green technology
PES2: The brand invests in the environment
PES3: The brand produces eco-friendly products
PES4: The brand achieves environmental innovativeness
PES5: The brand recycles/encourages recycling
Social sustainability	0.90	0.84	Not included	0.94	Adopted from Kim et al. (2015)
PSS1: The brand serves social responsibility
PSS2: The brand cares about human rights
PSS3: The brand makes social contributions
PSS4: The brand provides social activities for local communities
PSS5: The brand hires local people
PSS6: The brand donates and offers volunteer work
Willingness to pay premiums	Single item	Single item	Not included	Single item	Adopted from Rossi and Rivetti (2020)
Please indicate the maximum price you will pay to purchase this product	Single item	Single item	Not included	Single item	Adopted from Rossi and Rivetti (2020)
Response efficacy	0.93	0.93	Not included	0.93	Adopted from Ibrahim and Al-Ajlouni (2018)
RE1: I am sure that purchasing this product is effective in preventing damage to the environment or society
RE2: I am sure that purchasing this product will help prevent sustainability issues
RE3: I am sure that purchasing this product will help prevent threats to a sustainable future
Fatalism	Not included	0.70	0.54	0.52	Adopted from Niederdeppe and Levy (2007)
F1: It seems like everything causes environmental and/or social issues
F2: There is not much a person can do to lower the environmental and/or social impacts of their consumption
F3: There are so many recommendations about preserving the environment and society, it’s hard to know which ones to follow
Pessimism	Not included	Not included	0.95	Not included	Adopted from Sadiq et al. (2020)
PES1: It is best not to get your hopes too high since you will probably be disappointed
PES2: Rarely do I expect good things to happen
PES3: If something can go wrong for me, it will
PES4: I hardly ever expect things to go my way
PES5: Things never work out the way I want them to
PES6: If I make a decision on my own, I can pretty much count on the fact that it will turn out to be a poor one
PES7: I rarely count on good things happening to me
PES8: Better to expect defeat: then it doesn’t hit so hard when it comes
PES9: Give me 50/50 odds, and I will choose the wrong answer every time
Optimism	Not included	Not included	0.87	Not included	Adopted from Sadiq et al. (2020)
OPT1: In uncertain times, I usually expect the best
OPT2: I always look on the bright side of things
OPT3: I’m always optimistic about my future
OPT4: When I undertake something new, I expect to succeed
OPT5: Where there’s a will, there’s a way
OPT6: In general, things turn out all right in the end

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