A Scale Development Study On Greenwashing
Keywords:
Yanıltıcı Yeşil Reklam Uygulamaları, Çevreci Ürün, Ölçek Geliştirme, Açımlayıcı ve Doğrulayıcı Faktör Analizi, Geçerlik-GüvenirlikAbstract
The main purpose of this study is to develop a five-point Likert-type scale to measure consumers' perceptions of greenwashing practices. The prepared study was carried out on the basis of the quantitative research method. After the literature review for the scale planned to be developed, the 12-item scale form created by the researchers was applied to 404 participants in Düzce province. The data obtained from the participants were evaluated by using SPSS and AMOS programs. Exploratory factor analysis and confirmatory factor analysis were used to control the construct validity of the scale; Cronbach alpha internal consistency coefficient analysis was used to determine the reliability of the scale. As a result of the exploratory factor analysis, the Kaiser-Meyer-Olkin value of the scale was calculated as 0.93, and it was determined that it explained 51% of the total variance. It was seen that the 12-item scale, which was formed as a result of the exploratory factor analysis, had a single factor structure. Afterwards, confirmatory factor analysis was performed with the help of structural equation modeling, it was determined that the obtained fit index values showed good fit and it was seen that the model fit was achieved. In the analysis carried out to measure the reliability level of the scale with construct validity, the Cronbach Alpha internal consistency coefficient was obtained as 0.914. As a result, it has been seen that the developed greenwashing practices scale is a valid and reliable scale.
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