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The Development and Testing of a Measure of Skepticism Toward Environmental Claims in Marketers' Communications
Author(s) -
MOHR LOIS A.,
EROǦLU DOǦAN,
ELLEN PAM SCHOLDER
Publication year - 1998
Publication title -
journal of consumer affairs
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.582
H-Index - 62
eISSN - 1745-6606
pISSN - 0022-0078
DOI - 10.1111/j.1745-6606.1998.tb00399.x
Subject(s) - skepticism , measure (data warehouse) , reliability (semiconductor) , marketing , government (linguistics) , business , scale (ratio) , advertising , validity , psychology , computer science , epistemology , clinical psychology , philosophy , power (physics) , physics , linguistics , quantum mechanics , psychometrics , database
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.