A New Approach to Measuring Socially Responsible Consumption Tendencies
- 1 June 1988
- journal article
- research article
- Published by SAGE Publications in Journal of Macromarketing
- Vol. 8 (1) , 5-20
- https://doi.org/10.1177/027614678800800102
Abstract
Two approaches to measuring socially responsible consumption tendencies—the existing Social Responsibility Scale (SRS) and a new seven-dimension product differentiation construct-were compared using three groups believed to differ in their societal consciousness. Measurement tests revealed the commonly used SRS is suspect as a reliable and valid measure for use in marketing contexts. The product differentiation approach possessed more desirable and mostly consistent measurement properties.Keywords
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