Measuring the Motivation: A Scale for Positive Consequences in Pro-Environmental Behavior

Insook Ahn () and Soo Hyun Kim
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Insook Ahn: Department of Family and Consumer Sciences, New Mexico State University, Las Cruces, NM 88003-8003, USA
Soo Hyun Kim: Retailing and Consumer Science, University of Arizona, Tucson, AZ 85721-0078, USA

Sustainability, 2023, vol. 16, issue 1, 1-19

Abstract: This two-part research study presents the development, validation, and assessment of a measurement scale designed to evaluate the positive consequences of pro-environmental behavior. Study 1 successfully constructed a scale with two factors: positive consequences for self (PCS) and positive consequences for the environment (PCE). Data collected from a diverse sample in the USA was analyzed using exploratory and confirmatory factor analyses, establishing the scale’s reliability and construct validity. In Study 2, the nomological validity of the scale was examined, revealing significant relationships between values, positive consequences, anticipated positive emotions, and intentions to purchase pro-environmental products. Notably, biospheric and egoistic values were associated with different aspects of positive consequences, indicating the multifaceted nature of motivation for pro-environmental actions. Positive emotions mediated the impact of values and consequences on purchasing intentions. These findings provide valuable insights into the decision-making processes behind eco-friendly product purchases and contribute to understanding pro-environmental behavior. Future research can build on these findings to promote sustainable consumption in diverse contexts.

Keywords: awareness of positive consequences; positive emotion; pro-environmental behavior; value orientations (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
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