Measuring environmental performance awareness: a qualitative approach

Abstract

Due to its enormous importance, in recent years environmental performance has received significant research attention among academicians and practitioners. The implementation of environmental regulations and developments in environmental technology are critical factors in stimulating environmental performance as well as creating sustainable future of a country. As such, the concept of environmental performance index emerged. The insight of organization environmental performance and the environmental performance index do not reach the customers’ sensitivity. Customers are expected to monitor their shopping practice and performing the positive behavior. However, in reality, customers may take for granted on the environmental issues. It gives the rise of the idea that, it is very crucial to increase the awareness among mass consumers regarding environmental performance in order to foster nation’s sustainability. Nonetheless, there is no readily available scale to measure the Environmental Performance Awareness (EPA) scale. This study attempts to fill this gap in the existing literature by conceptualizing the EPA construct, proposed its dimensionality and generate items to measure the construct. In doing this, existing relevant literature is reviewed exhaustively. Additionally, focus group interview has been conducted to generate the items to measure EPA. The results from qualitative analysis suggest for a three dimensional construct which includes Human Health, Ecosystem Vitality, and Socioeconomic Sustainability. It is expected that, the present study will contribute to the existing literature by establishing a scale to measure EPA construct and eventually will further the knowledge from consumer perspective.