Scale refinement
| Excessive product packaging (EPP) | Loadings |
|---|---|
| Adapted from Rokka and Uusitalo (2008) α = 0.89; CR = 0.92; AVE = 0.75; MSV = 0.04; ASV = 0.02; ρA = 0.89 | |
| You need to spend a lot of time opening the product package | 0.83 |
| You consider the product has excessive packaging | 0.87 |
| You consider the product has lots of unnecessary packaging | 0.89 |
| Excessive product packaging is necessary to ensure product safety in the online shopping context | 0.86 |
| Greenwashing (GW) | |
| Adapted from Chen and Chang (2013b) α = 0.88; CR = 0.91; AVE = 0.68; MSV = 0.22; ASV = 0.10; ρA = 0.88 | |
| Most companies mislead with words about the environmental features of their products | 0.81 |
| Most companies mislead with visuals or graphics about the environmental features of their products | 0.84 |
| Most companies provide vague or seemingly un-provable environmental claims for their products | 0.86 |
| Most companies overstate or exaggerate the environmental features of their products | 0.75 |
| Most companies leave out or hide important information about the real environmental features of their products | 0.86 |
| Green confusion (GC) | |
| Adapted from Yang et al. (2021) α = 0.94; CR = 0.95; AVE = 0.66; MSV = 0.03; ASV = 0.01; ρA = 0.95 | |
| Since many apparel brands are very similar, it will be difficult to find new products | 0.73 |
| Some apparel brands look very similar, and you are not sure if they are from the same manufacturers | 0.83 |
| Sometimes you want to buy a product you see in an advertisement, but you cannot easily find it from many similar products | 0.83 |
| You are often not sure which apparel brands meet your needs | 0.83 |
| You are confused about too many apparel brands | 0.81 |
| Since there are so many ways to buy apparel brands, it is often difficult for you to decide where to buy | 0.74 |
| Apparel brands usually have so many options, making it difficult for you to compare the different products | 0.83 |
| Product features (quality and durability) are essential for you, and you often feel uncertain | 0.82 |
| You need the help of a salesperson to understand the differences between different apparel brands | 0.86 |
| Green brand equity (GBEQ) | |
| Adapted from Chen (2010) α = 0.87; CR = 0.91; AVE = 0.71; MSV = 0.22; ASV = 0.08; ρA = 0.88 | |
| It makes sense to buy a brand in the ad instead of other brands because of its environmental commitments, even if they are the same | 0.88 |
| Even if another brand has the same environmental features as the brand in the ad, you would prefer to buy this brand | 0.88 |
| If another brand’s environmental performance is as good as the brand in the ad, you would prefer to buy this brand | 0.77 |
| If the environmental concern of another brand is not different from that of the brand in the ad, it seems smarter to purchase this brand | 0.84 |
| Brand credibility (BRC) | |
| Adapted from Newell and Goldsmith (2001) α = 0.93; CR = 0.95; AVE = 0.74; MSV = 0.13; ASV = 0.07; ρA = 0.94 | |
| This brand has a name you can trust | 0.80 |
| This brand product claims are believable | 0.84 |
| This brand delivers what it promises | 0.88 |
| This brand can deliver what it promises | 0.91 |
| Over time, my experiences with this brand had led me to expect it to keep its promises, no more and no less | 0.88 |
| This brand reminds me of someone who is competent and knows what they are doing | 0.85 |
| Excessive product packaging (EPP) | Loadings |
|---|---|
| You need to spend a lot of time opening the product package | 0.83 |
| You consider the product has excessive packaging | 0.87 |
| You consider the product has lots of unnecessary packaging | 0.89 |
| Excessive product packaging is necessary to ensure product safety in the online shopping context | 0.86 |
| Most companies mislead with words about the environmental features of their products | 0.81 |
| Most companies mislead with visuals or graphics about the environmental features of their products | 0.84 |
| Most companies provide vague or seemingly un-provable environmental claims for their products | 0.86 |
| Most companies overstate or exaggerate the environmental features of their products | 0.75 |
| Most companies leave out or hide important information about the real environmental features of their products | 0.86 |
| Since many apparel brands are very similar, it will be difficult to find new products | 0.73 |
| Some apparel brands look very similar, and you are not sure if they are from the same manufacturers | 0.83 |
| Sometimes you want to buy a product you see in an advertisement, but you cannot easily find it from many similar products | 0.83 |
| You are often not sure which apparel brands meet your needs | 0.83 |
| You are confused about too many apparel brands | 0.81 |
| Since there are so many ways to buy apparel brands, it is often difficult for you to decide where to buy | 0.74 |
| Apparel brands usually have so many options, making it difficult for you to compare the different products | 0.83 |
| Product features (quality and durability) are essential for you, and you often feel uncertain | 0.82 |
| You need the help of a salesperson to understand the differences between different apparel brands | 0.86 |
| It makes sense to buy a brand in the ad instead of other brands because of its environmental commitments, even if they are the same | 0.88 |
| Even if another brand has the same environmental features as the brand in the ad, you would prefer to buy this brand | 0.88 |
| If another brand’s environmental performance is as good as the brand in the ad, you would prefer to buy this brand | 0.77 |
| If the environmental concern of another brand is not different from that of the brand in the ad, it seems smarter to purchase this brand | 0.84 |
| This brand has a name you can trust | 0.80 |
| This brand product claims are believable | 0.84 |
| This brand delivers what it promises | 0.88 |
| This brand can deliver what it promises | 0.91 |
| Over time, my experiences with this brand had led me to expect it to keep its promises, no more and no less | 0.88 |
| This brand reminds me of someone who is competent and knows what they are doing | 0.85 |
Notes:
CR = Composite Reliability; AVE = Average Variance Extracted; MSV = maximum shared squared variance; ASV = average shared squared variance; ρA = Dijkstra–Henseler consistent reliability coefficient
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