Universiti Teknologi Malaysia Institutional Repository

Development and validation of the green customer citizenship behaviour measurement

Alsaggaf, H. and Ahmad, F. S. and Quoquab, F. and Mohammad, J. (2019) Development and validation of the green customer citizenship behaviour measurement. International Journal of Environment, Workplace and Employment, 5 (4). pp. 281-303. ISSN 1741-8437

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Official URL: http://dx.doi.org/10.1504/IJEWE.2019.107166


This study developed and validated the green customer citizenship behaviour (GCCB) measurement to measure consumers' ecological concerns and their willingness to adopt and support green customer behaviour. The measurement was designed and developed through a four-stage process. An exploratory factor analysis was conducted on the pilot data to extract a factor structure of the construct, and a confirmatory factor analysis was then used to confirm and validate the measurement. The data revealed that the measurement is comprised of two dimensions: activist behaviour and non-activist behaviour, with each dimension comprised of two components. The components of activist behaviour are green advocacy and green altruism, whereas the components of non-activist behaviour are green affiliation and green advisory. The GCCB measurement exhibits internal consistency reliability, construct validity, and nomological validity. Moreover, the measurement explains how customers nurture their behaviour which is essentially voluntary and pro-social towards the welfare of the environment.

Item Type:Article
Uncontrolled Keywords:green advisory, green advocacy, green affiliation
Subjects:H Social Sciences > HF Commerce
Divisions:International Business School
ID Code:90721
Deposited By: Narimah Nawil
Deposited On:30 Apr 2021 07:48
Last Modified:30 Apr 2021 07:48

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