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The Marketing Scales Handbook is indispensable in identifying how constructs have been measured and the support for a measure's validity and reliability. I have used it since the beginning as a resource in my doctoral seminar and as an aid to my own research. An electronic version will make it even more accessible to researchers in Marketing and affiliated fields.
Dr. Terry Childers
Iowa State University


The extent to which a guest at a particular hotel plans to engage in behaviors that conserve resources, especially electricity, is measured with five, nine-point Likert-type items.

Six, seven-point items are used to measure a person’s expressed likelihood of engaging in behaviors with the purpose of using less water.  

A person's likelihood and interest in engaging in behaviors that will conserve paper, with an emphasis on refraining from use of disposable paper plates and cups, is measured in this scale using three, seven-point Likert-type items.

The scale uses three, seven-point Likert-type items to measure the extent to which a person believes environmentally-related problems have been exaggerated, particularly as it pertains to conservation.

A person's self-reported conservation-related actions are measured with seven items.  The emphasis of the statements is on non-purchase activities such as minimizing use of resources and disposal of products and packaging.

The frequency with which a person engages in behaviors that can be interpreted as helping to preserve the environment are measured with four, five-point items.

This four-item, five-point scale measures the frequency with which a person engages in behaviors that reflect a materially simple lifestyle with particular emphasis on buying second-hand items and not using a car for transportation.

The scale is composed of eight, six-point Likert-type items that are intended to measure a consumer lifestyle trait characterized by the tendency to be both restrained in acquiring products as well as resourceful in using them.

The scale is composed of seven, five-point statements designed to measure the degree to which a person is involved in activities that are typically considered to be wise or proper for consumers to engage in. Two of the items, #6 and #7, tap into conservation motivations or even environmentalism. As used by Palan (1998), the scale was completed by adolescents about their own behavior as well as by their parents who described the perceived degree of their child's activism.

Three, seven-point Likert-type statements are used to measure the extent to which a consumer feels a personal obligation to conserve natural resources, with an emphasis on energy resources.