Table 2 Scales summary Variables N. Item... | Emerald Publishing

Table 2

Scales summary

Variables	N. Item	Cronbach’s alpha	Mean	AVE	CR	√AVE
Perceived usefulness (adapted fromAltsech, 1996)1. The advertising message is perceived as credible2. The advertising message provides relevant information3. The advertising message effectively conveys the benefits of the initiative4. The advertising message provides a positive image of the initiative5. The advertising message provides practical information	5	0.88	2.81	0.613	0.887	0.783
Relevance of the initiative (adapted fromChen et al., 2016)1. The initiative promoted by the supermarket is of great significance2. The initiative is consistent with my concerns about the environment3. The initiative responds well to my needs4. The initiative is important to me	4	0.91	3.26	0.709	0.907	0.842
Attitudes toward the advertising message (adapted from Cleveland et al., 2005)1. After seeing this advertisement I will talk about the initiative with my family and friends2. Seeing this advertisement makes me think that what it promotes is important3. Seeing this advertising message makes me more willing to devote my time to the initiative4. Seeing this advertising message, I feel like being an active part of the initiative5. Seeing this advertising message makes me want to devote money to the initiative	5	0.91	2.60	0.665	0.908	0.816
Perception of persuasive pressure(adapted fromChang, 2017)1. When faced with the message, it was difficult not to be persuaded by what it communicated2. While viewing the advertisement, I had difficulty finding arguments against the proposed initiative3. I was easily influenced by the advertisement for the initiative	3	0.81	2.64	0.593	0.813	0.771
Intention to purchase sustainable products (adapted fromWhite et al., 2016)Referring to the initiative proposed by the supermarket, indicate how much you agree with the following statements1. Very unlikely to buy/very likely to buy2. I am not at all willing to buy / I am very willing to buy3. I am not at all inclined to buy / I am very inclined to buy	3	0.91	2.97	0.780	0.913	0.883
Willingness to pay a premium price (adapted fromNetemeyer et al., 2004)1. I am willing to pay a higher price for a sustainable product2. I am willing to pay much more for a sustainable product	2	0.73	2.77	0.573	0.729	0.756
Corporate charitable contribution (adapted fromHildebrand et al., 2017)The initiative promoted by the retailer:1. Requires effort on the part of the retailer2. It is charitable3. It is human4. It is sincere5. It is useful	5	0.88	3.40	0.600	0.881	0.775
Credibility of the retailer (adapted fromGupta et al., 2009)1. The retailer seems reliable to me2. I think the retailer will also be reliable in the future3. I think the retailer keeps its promises4.I think the supermarket is open to interacting with me5. I think the supermarket is transparent	5	0.94	2.96	0.760	0.940	0.872
Trust in the retailer (adapted fromDarke et al., 2016)1. I think I can trust the retailer2. I think I can rely on this supermarket3. I think I can trust the supermarket to do what it says it will do4. The supermarket has a high level of moral integrity	4	0.95	3.01	0.828	0.950	0.910

Variables	N. Item	Cronbach’s alpha	Mean	AVE	CR	√AVE
Perceived usefulness (adapted fromAltsech, 1996)1. The advertising message is perceived as credible2. The advertising message provides relevant information3. The advertising message effectively conveys the benefits of the initiative4. The advertising message provides a positive image of the initiative5. The advertising message provides practical information	5	0.88	2.81	0.613	0.887	0.783
Relevance of the initiative (adapted fromChen et al., 2016)1. The initiative promoted by the supermarket is of great significance2. The initiative is consistent with my concerns about the environment3. The initiative responds well to my needs4. The initiative is important to me	4	0.91	3.26	0.709	0.907	0.842
Attitudes toward the advertising message (adapted from Cleveland et al., 2005)1. After seeing this advertisement I will talk about the initiative with my family and friends2. Seeing this advertisement makes me think that what it promotes is important3. Seeing this advertising message makes me more willing to devote my time to the initiative4. Seeing this advertising message, I feel like being an active part of the initiative5. Seeing this advertising message makes me want to devote money to the initiative	5	0.91	2.60	0.665	0.908	0.816
Perception of persuasive pressure(adapted fromChang, 2017)1. When faced with the message, it was difficult not to be persuaded by what it communicated2. While viewing the advertisement, I had difficulty finding arguments against the proposed initiative3. I was easily influenced by the advertisement for the initiative	3	0.81	2.64	0.593	0.813	0.771
Intention to purchase sustainable products (adapted fromWhite et al., 2016)Referring to the initiative proposed by the supermarket, indicate how much you agree with the following statements1. Very unlikely to buy/very likely to buy2. I am not at all willing to buy / I am very willing to buy3. I am not at all inclined to buy / I am very inclined to buy	3	0.91	2.97	0.780	0.913	0.883
Willingness to pay a premium price (adapted fromNetemeyer et al., 2004)1. I am willing to pay a higher price for a sustainable product2. I am willing to pay much more for a sustainable product	2	0.73	2.77	0.573	0.729	0.756
Corporate charitable contribution (adapted fromHildebrand et al., 2017)The initiative promoted by the retailer:1. Requires effort on the part of the retailer2. It is charitable3. It is human4. It is sincere5. It is useful	5	0.88	3.40	0.600	0.881	0.775
Credibility of the retailer (adapted fromGupta et al., 2009)1. The retailer seems reliable to me2. I think the retailer will also be reliable in the future3. I think the retailer keeps its promises4.I think the supermarket is open to interacting with me5. I think the supermarket is transparent	5	0.94	2.96	0.760	0.940	0.872
Trust in the retailer (adapted fromDarke et al., 2016)1. I think I can trust the retailer2. I think I can rely on this supermarket3. I think I can trust the supermarket to do what it says it will do4. The supermarket has a high level of moral integrity	4	0.95	3.01	0.828	0.950	0.910

Source(s): Authors’ elaboration