Article1998

The Development and Testing of a Measure of Skepticism Toward Environmental Claims in Marketers' Communications

Lois A. Mohr · Doğan Eroğlu · Pam Scholder Ellen

562 citations0/0 files storedJournal of Consumer Affairs

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Environmental Sustainability in Business Environmental Education and Sustainability Consumer Packaging Perceptions and Trends

Abstract

Marketers' claims about the environmental effects of products and their packaging are becoming more pervasive. Consumer organizations, government, and marketers have long realized that consumers receive such claims with some degree of skepticism. An investigation of how consumer skepticism affects the response to “green” marketing claims would be facilitated by a reliable and valid measure of skepticism. This paper describes a two‐stage research project and the resulting four‐item measure of skepticism toward environmental claims made in advertising and on packages. The scale has acceptable levels of reliability and validity.

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References

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Cited by

2013When consumers doubt, Watch out! The role of CSR skepticism 2008Corporate social responsibility: attributions, loyalty, and the mediating role of trust 2001Corporate social responsibility and cause-related marketing: an overview 2015Gray Shades of Green: Causes and Consequences of Green Skepticism 2020Bridge the gap: Consumers’ purchase intention and behavior regarding sustainable clothing

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