ECOSCALE: A Scale for the Measurement of Environmentally Responsible Consumers

Describes the development of a 31-item instrument (ECOSCALE) for the assessment of environmental responsibility. The conceptualization and operational functions used in constructing and refining the multiple-item scale to measure the construct of environmental responsibility are described. The development sample consisted of 238 graduate and undergraduate students. Evidence of the scale's content validity, predictive validity, and construct validity is presented. The validity sample included 215 college students. Information from such a scale may be useful to marketers in evaluating production sites, determining whether or not to use green advertising campaigns, and assessing public relations in terms of ongoing public environmental perceptions.