Validation of a scale measuring the relationships between long-term orientation, political orientation, environmental purchase intentions and green purchase behaviour

Abstract

This paper outlines the procedure undertaken to validate a scale measuring the relationships between long-term and political orientation, and environmental intentions and behaviour as a four dimensional structure in the South African context. The data was gathered using a self-administered questionnaire from a convenience sample of 329 students registered at four public higher education institutions in South Africa. The four higher public institutions comprised one university of technology, one comprehensive university and two traditional universities. The questionnaire consisted of scales intended to measure long-term orientation, political orientation, environmental purchase intentions and green purchase behaviour. Pearson's Product-Movement correlation and structural equation modelling were the methods of analysis of the captured data. The proposed measurement model of long-term and political orientation, and environmental intentions and behaviour being a four dimensional structure revealed good internal-consistency reliability, composite reliability and construct validity. Furthermore, AMOS produced a well-fitting model represented by acceptable goodness-of-fit indices. The results of the measurement model suggest that long-term orientation, political orientation, environmental purchase intention and green purchase behaviour are four suitable dimensions for the use of path analysis in structural equation modelling.