Exploring Ecologically Conscious Consumer Behaviour (ECCB) Scale from the Outlook of Household Consumers

ECCB scale was exclusively designed by the eminent researchers to measure ecologically conscious consumer behaviours of household consumers in the light of eco-friendly concern. This study is empirically designed to interpret significant antecedents of ECCB scale administered on 364 household consumers sampled from Bengaluru using single cross-sectional survey. The subtle antecedents of the ECCB scale were analyzed and explored with the help of Principal Component Analysis (PCA) to identify the significant antecedents that underpin the ecological conscious behaviours of household consumers. This research framework often identified four significant factors such as ecological consciousness, purchase behvaiours and decisions, awareness and consumption value. The factor ‘Ecological Consciousness’ has been observed very robust over the couple of years in exploratory study conducted across many diverse samples. This study revealed that a strong notch of correlation was observed between the different antecedents of ECCB in the light of eco-friendly concern. As expected, each subscale has a high notch of positive correlation with varied dimensions of the ECCB scale in the light of eco-friendly concern.