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Abstract

People wish to make sense of their consumption and are increasingly environmentally conscious. In this context, a scale aiming at measuring attitude toward environmental protection in the provision of services is proposed. A list of items pertaining to “green” actions that service providers may undertake was elicited through a literature review and a series of focus groups. Its structure was explored and validated on three samples. A three-faceted scale emerged: actions in the vicinity of the premises, actions inside the premises, and communication on the actions actually undertaken. The scale shows good construct validity.

Keywords

Attitude toward environmental protection green consumption environmental consciousness scale development confirmatory factor analysis services marketing

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Attitude toward Environmentally Friendly Hospitality Management: A Measurement Scale

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