Antecedents and Consequences of Conspicuous Green Behavior on Social Media–Model Questionnaire

Abstract

The Antecedents and Consequences of Conspicuous Green Behavior on Social Media–Model (Wallace & Buil, 2023) is a measurement model developed to assess the antecedents and consequences of conspicuous green behavior (CGB) on social media. This inventory/questionnaire was specifically designed for a study that integrated virtual self-identity into the theory of planned behavior to investigate the relationship between CGB and pro-environmental intention and behavior. The items for this 56-item measure were adapted from prior research by various scholars, including Ajzen (1991, 2006) and Dumas et al. (2017), as well as Hendin & Cheek (1997). The measure was administered to Instagram users in the United States and evaluated using structural equation modeling. The study reported satisfactory results regarding both the reliability and validity of the instrument.

Keywords

Perceived Behavioral Control, Attitude, Subjective Norms, Intention, Normative Like-Seeking Behavior, Deceptive Like-Seeking Behavior, Narcissism, Conspicuous Green Behavior, Pro-Environmental Behavior, Virtual Self-Identity, Theory of Planned Behavior, Conservation (Ecological Behavior), Environmental Attitudes, Self-Concept, Reasoned Action, Social Media, Behavioral Intention, Social and Interpersonal Measures, Online Behavior, Environmental Measures.

Authors

Elaine Wallace; Isabel Buil

Purpose

The primary purpose of this measurement model is to assess the antecedents and consequences of conspicuous green behavior on social media. It aims to provide a structured approach to understanding the factors that lead to and result from individuals exhibiting environmentally friendly actions in online social contexts.

Validity

Convergent and Discriminant Validity: The instrument demonstrates strong convergent validity, as indicated by average variance extracted (AVE) values consistently above 0.50, aligning with the criteria established by Fornell & Larcker (1981). Furthermore, discriminant validity is supported, with all Heterotrait-Monotrait Ratio (HTMT) values falling below the 0.90 threshold. Crucially, the bootstrap confidence interval for these values does not contain the value 1, providing additional confirmation of discriminant validity.

Reliability

Internal Consistency: The reliability of the instrument is robust, as evidenced by the internal consistency measures. Both Cronbach’s alpha and composite reliability (CR) values for all constructs within the model were found to be greater than 0.7, confirming a high level of internal consistency reliability.

Factor Analysis

Common Method Bias: An assessment for common method bias (CMB) was conducted by examining variance inflation factors (VIFs). In the proposed model, the highest VIF value observed was 2.36, which is notably lower than the commonly accepted threshold of 3.3. This finding suggests that common method bias does not pose a significant problem for the validity of the results.

Structural Equation Modeling: The reflective measurement model was analyzed using structural equation modeling. Initial analysis led to the deletion of one item from the Narcissism measure. This item was removed because its standardized parameter estimate was below 0.5, indicating a weak factor loading and suggesting it did not adequately contribute to its underlying construct. Following this deletion, the individual item reliability for all remaining factor loadings was confirmed. All factor loadings were greater than 0.60 and were statistically significant at a 1% level, indicating strong and reliable relationships between the items and their respective constructs.

Instrument

Test Type: Original
Format: Items are rated using 5- and 7-point scales.
Language Available: English
Population Group: Human; Male; Female
Age Group: Adulthood (18 yrs & older)
Population Details: The respondents for this instrument were Instagram users located in the United States, with a mean age of 33.67 years.
Test Methodology: The instrument’s methodology incorporates Test Validity, Convergent Validity, Discriminant Validity, Test Reliability, Internal Consistency, Measurement Model analysis, and Structural Equation Modeling.

Authors Including

Author ORCID Identifier: No data is Available
Affiliation Email Addresses:

• Wallace, Elaine: [email protected]

• Buil, Isabel: [email protected]

Correspondence Address:
Wallace, Elaine: University of Galway, University Road, Galway, Ireland, H91 TK33, [email protected]

Permissions & Fee and Test Year

Permissions: May be used for Research/Teaching purposes.
Commercial: No
Fee: No
Test Year: 2023

References

Wallace, E., & Buil, I. (2023). Antecedents and consequences of conspicuous green behavior on social media: Incorporating the virtual self-identity into the theory of planned behavior. Journal of Business Research, 157, Article 113549. doi:10.1016/j.jbusres.2022.113549

Items of the Antecedents and Consequences of Conspicuous Green Behavior on Social Media–Model

Files: No file is available.

The Antecedents and Consequences of Conspicuous Green Behavior on Social Media–Model is a 56-item measure. The constructs assessed by this instrument include:

• Perceived behavioral control

• Attitude

• Subjective norms

• Intention

• Normative Like-seeking behavior

• Deceptive Like-seeking behavior

• Narcissism

• Conspicuous green behavior

• Pro-environmental behavior, which further breaks down into:

  • Eco-driving/transport actions

  • Eco-shopping and eating

  • Waste reduction

  • Conservation

  • Political actions

Constructs and Their Constituent Items

This section outlines the various constructs utilized in the model, followed by a detailed list of their corresponding items.

Perceived Behavioral Control

• PBC1: I feel that I am able to make changes to my lifestyle to adopt pro-environment actions.

• PBC2: If I wanted to, I could take pro-environment actions in the next month.

• PBC3: For me, taking pro-environment actions in the next month would be possible.

• PBC4: Taking pro-environment actions in the next month is up to me.

Attitude

• ATT1: Harmful/Beneficial

• ATT2: Bad/Good

• ATT3: Worthless/Valuable

• ATT4: Unpleasant/Pleasant

• ATT5: Dull/Exciting

• ATT6: Unenjoyable/Enjoyable

Subjective Norms

• SN1: Most people that are important to me take pro-environment actions.

• SN2: The people in my life whose opinion I value would think that I should take pro-environment actions.

• SN3: Most people that are important to me think that I should take pro-environment actions.

• SN4: Most people like me take pro-environment actions.

Intention

• INT1: I intend to take one or more pro-environment actions in the forthcoming month.

• INT2: I will try to take one or more pro-environment actions in the forthcoming month.

• INT3: I have planned to take one or more pro-environment actions in the forthcoming month.

Normative Like-seeking Behavior

• NLSB1: Uploaded a picture.

• NLSB2: Taken a picture.

• NLSB3: Used a filter.

• NLSB4: Used a hashtag.

• NLSB5: Uploaded a picture at a certain time of the day.

• NLSB6: Shared Instagram posts to other social networking sites (e.g., Facebook, Twitter).

Deceptive Like-seeking Behavior

• DLSB1: Purchased followers.

• DLSB2: Purchased likes.

• DLSB3: Used software to modify your physical appearance.

• DLSB4: Taken down a picture and then put it back up at a later point.

• DLSB5: Liked other people’s pictures (i.e., ‘Like’ for ‘Like’).

Narcissism

• NAR1: I can become entirely absorbed in thinking about my personal affairs, my health, my cares, or my relations to others.

• NAR2: My feelings are easily hurt by ridicule or by the slighting remarks of others.

• NAR3: When I enter a room I often become self-conscious and feel that the eyes of others are upon me.

• NAR4: I dislike sharing the credit of an achievement with others.

• NAR5: I dislike being with a group unless I know I am appreciated by at least one of those present.

• NAR6: I feel that I am temperamentally different from most people.

• NAR7: I often interpret the remarks of others in a personal way.

• NAR8: I easily become absorbed in my own interests and forget the existence of others.

• NAR9: I feel that I have enough on my hands without worrying about other people’s troubles.

• NAR10: I am secretly ‘put out’ when other people come to me with their troubles, asking me for my time and sympathy.

Conspicuous Green Behavior

• CGB1: I like to post about climate change on Instagram because I get to show my support.

• CGB2: I like to post about climate change on Instagram so that people know I am a good person.

• CGB3: I like to show people that I care about climate change by posting about it on Instagram.

• CGB4: I like to mention climate change on Instagram because it makes me look good.

Pro-environmental Behavior (PEB): Eco-driving/Transport Actions

• PEB1: Drive economically (e.g., braking or accelerating gently).

• PEB2: Walk, cycle, or take public transport for short journeys (i.e., trips of <3 miles).

• PEB3: Use an alternative to traveling (e.g., shopping online).

• PEB4: Share a car journey with someone else.

• PEB5: Cut down on the amount you fly.

Pro-environmental Behavior (PEB): Eco-shopping and Eating

• PEB6: Buy environmentally friendly products.

• PEB7: Eat food which is organic, locally grown, or in season.

• PEB8: Avoid eating meat.

• PEB9: Buy products with less packaging.

Pro-environmental Behavior (PEB): Waste Reduction

• PEB10: Recycle.

• PEB11: Reuse or repair items instead of throwing them away.

• PEB12: Compost your kitchen waste.

Pro-environmental Behavior (PEB): Conservation

• PEB13: Turn off lights you’re not using.

• PEB14: Save water by taking shorter showers.

• PEB15: Turn off the tap while you brush your teeth.

Pro-environmental Behavior (PEB): Political Actions

• PEB16: Write to your government representative about an environmental issue.

• PEB17: Take part in a protest about an environmental issue.

Note: Pro-environmental behavior items are sourced from various prior studies. The item “PEB10: Recycle” was deleted in the validation process. Perceived behavioral control, subjective norms, intention, narcissism, and conspicuous green behavior items are rated on a 7-point Likert scale (1 = strongly disagree, 7 = strongly agree). Attitude is measured with 6 bipolar 7-point scales. Normative and deceptive like-seeking behavior and pro-environmental behavior items are rated on a 5-point scale (1 = never, 5 = nearly always).