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Validating a Multi-Dimensional Green Consumer Behavior
Instrument in Post-COVID Nepal
Pradeep Phuyal
Campus Chief Faculty of Management Hile Campus Dhankuta, Tribhuvan University, Nepal
DOI:
https://dx.doi.org/10.47772/IJRISS.2025.910000140
Received: 25 September 2025; Accepted: 30 September 2025; Published: 06 November 2025
ABSTRACT
This study provides a comprehensive psychometric validation of a multidimensional questionnaire designed to
measure green consumer behavior in the post-COVID-19 context. The instrument, administered in Dhankuta
Municipality, Nepal. This study uniquely integrates pandemic-induced behavioral influences with classical
economic, psychological, and environmental theories, creating a six-dimensional framework. This
multidimensional model not only predicts green purchasing behavior but also advances existing literature by
formalizing the pandemic’s role in shaping sustainable consumption. Content validity was supported through
expert review, and construct validity was examined via Pearson correlations and confirmatory factor analysis
(CFA). All items correlated significantly with their respective subscales (r = .415–.891, p < .001), exceeding the
critical threshold (±.1265, df = 391, p < .05). Reliability analyses demonstrated strong internal consistency across
dimensions (Cronbach’s α = .70–.88). Multi-group CFA confirmed measurement invariance across gender
(ΔCFI < .01), ensuring the scale functions equivalently for males and females. Structural equation modeling
further validated criterion-related evidence, showing that pandemic-related (β = 0.306, p < 0.001), economic (β
= 0.235, p < 0.001), and environmental (β = 0.157, p < 0.001) factors significantly predicted willingness to pay
(WTP) for green products. Psychological influence was marginal (β = .106, p = .018), while social and
sustainability dimensions were no significant. The model accounted for 40% of the variance in WTP (R² = .401).
Collectively, the findings confirm the instrument’s reliability, factorial validity, and predictive utility. Beyond
established sustainability measures, this questionnaire uniquely integrates pandemic-related behavioral
influences, offering new insights into shifting consumer patterns. The validated scale provides a robust tool for
research and practice, enabling cross-group comparisons and longitudinal tracking of sustainable consumer
behavior in the post-pandemic era.
Keywords: green consumer behavior, psychometric validation, post-COVID-19, measurement invariance,
willingness to pay, sustainability
INTRODUCTION
Green consumer behavior the purchasing of products and lifestyle choices that are environmentally friendly has
gained significant global traction amid growing environmental concerns(Joshi & Rahman, 2015) . The
COVID‑19 pandemic has further accelerated shifts in consumer attitudes, with many individuals becoming more
health- and eco‑conscious in their purchases (Breczku, 2022). In Nepal, pandemic disruptions triggered lifestyle
changes; for example, a recent study in Dhankuta Municipality reported a substantial positive correlation
between COVID‑19 impacts and consumers’ willingness to pay more for green products(Phuyal, 2024) . These
findings suggest the pandemic not only heightened awareness of personal and environmental well-being but also
potentially strengthened pro‑environmental purchase intentions. However, to rigorously examine such
behavioral shifts, robust measurement instruments are needed.
The questioner under validation was originally used by Phuyal (2024) in a mixed‑method study investigating
COVID‑19’s impact on green lifestyle choices. Grounded in multiple theoretical frameworks including classical
economic theory (for financial motivations), the theory of planned behavior (for psychological attitude and social
norm factors), and ecological modernization theory (for environmental and sustainability orientations) the
instrument was designed to quantify these principles into six distinct dimensions(Phuyal, 2024) . Specifically, it
measures: (1) Economic factors ( willingness to pay, cost‑benefit perceptions), (2) Psychological factors
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(attitudes, values, motivations), (3) Social factors (norms, peer influence), (4) Environmental factors
(knowledge, concern, ecological worldview), (5) Sustainability factors (long‑term orientation, intergenerational
responsibility), and (6) Pandemic‑related factors (behaviors and perceptions influenced by COVID‑19, such as
health/safety concerns). All items are rated on a 5‑point Likert scale.
Recent studies increasingly emphasize validating environmental behavior scales for measurement invariance
across gender groups. For instance,(Wong et al., 2025) validated the Pro‑Environmental Behaviour (PEB) Scale
in Malaysia and supported configural, metric, scalar, and residual invariance across gender. (Avinç & Doğan,
2025) Similarly, developed an Environmental Behavior Scale for preservice teachers and found that the model’s
structure held equivalently for male and female groups. These precedents underscore the necessity of ensuring
that instruments measuring green consumerism do not produce artifacts due to gender.
While Phuyal’s initial Dhankuta study provided evidence of reliability (all subscales α > .70) and item‑dimension
correlations, more extensive validation is required to meet top‑tier journal standards and to ensure the
questionnaire’s suitability for broader application. Although prior studies have proposed multidimensional
frameworks of green consumer behavior, none have empirically validated an instrument that incorporates
pandemic-related influences as a behavioral dimension. This study fills that gap by integrating economic,
psychological, social, environmental, sustainability, and pandemic factors into a single validated model, offering
the first post-crisis measure capable of capturing how health and safety concerns reshape willingness-to-pay for
green products.
The aims of the present study are: (1) to establish content validity via expert review; (2) to assess construct
validity through item analysis and confirmatory factor analysis; (3) to test measurement invariance across gender
and (4) to evaluate reliability (internal consistency) for each dimension. Ultimately, this work will contribute a
psychometrically sound tool that can be used for comparisons across groups and over time in studies of
sustainable consumption. Despite an abundance of research on green consumerism, existing models seldom
incorporate behavioral shifts induced by global crises such as COVID-19. This study addresses this gap by
introducing a validated instrument that integrates pandemic-related concerns as a formal construct positioning it
alongside economic, psychological, social, environmental, and sustainability factors to explain green behavior
in post-crisis Nepal. This study synthesizes three major theoretical perspectives Classical Economic Theory, the
Theory of Planned Behavior (TPB), and Ecological Modernization Theory (EMT) into a cohesive six-
dimensional framework. Each dimension maps to specific constructs: economic trade-offs (economic theory),
personal attitudes and norms (TPB), and ecological worldviews (EMT). The addition of the pandemic dimension
represents a theoretical innovation, capturing health-conscious behaviors and risk aversion previously
unaccounted for in green consumer literature. This holistic integration enables a dynamic understanding of post-
pandemic green behavior, advancing prior unidimensional or static models.
Table-1 Literature Matrix: Review of previous construct/dimension studies only.
Dimension
Reference
Application in Research Paper
Economic
Dimension
(Chen et al.,
2025)
Examined the relationship between green consumption and environmental
sustainability, emphasizing the importance of price and cost-benefit
considerations (Chen et al., 2025)
Psychological
Dimension
(Liu et al.,
2022)
Applied the theory of planned behavior to understand factors influencing
pro-environmental consumer behavior, specifically green purchasing
intentions (Liu et al., 2022)
Social
Dimension
(Dempsey et
al., 2011)
Explored the role of values in predicting environmental attitudes,
highlighting the social dimension of green consumer behavior across
multiple countries (Dempsey et al., 2011)
Environmental
Dimension
(Ciski &
Rząsa, 2025)
Investigated the influence of environmental awareness, responsibility, and
norms on prosocial behaviors using the norm activation model(Ciski &
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Rząsa, 2025)
Sustainability
Dimension
(Hasna,
2012)
Applied the theory of planned behavior to study sustainable food
consumption, focusing on the role of confidence and values among young
adults (Hasna, 2012)
COVID-19
Pandemic
Dimension
(Qiao et al.,
2023)
Conducted a comprehensive review of serious gaming in health professions
education, addressing the impact of COVID-19 on virtual learning
environments (Qiao et al., 2023)
Source: Authors Compilation.
These studies provide examples of research methodologies and dimensions relevant to the conceptual
framework, helping to inform and guide your own research on the impact of COVID-19 on green consumerism.
This study advances theory by integrating three foundational frameworks Economic Theory, the Theory of
Planned Behavior (TPB), and Ecological Modernization Theory (EMT) into a unified six-dimensional model of
green consumer behavior. Each theory explains a distinct but complementary mechanism: economic trade-offs
capture rational willingness-to-pay; TPB reflects psychological attitudes and social norms; and EMT links
environmental awareness with systemic sustainability practices. The addition of a pandemic-specific dimension
introduces a novel behavioral construct health-driven eco-consciousness absent in previous models. Validating
this multidimensional structure empirically demonstrates how post-crisis contexts reshape traditional consumer
theories, thus extending existing frameworks toward a context-responsive behavioral model that links economic
rationality, psychosocial motives, environmental responsibility, and crisis-induced adaptation.
Method
The validation utilized survey data from a prior Dhankuta study, comprising N = 406 respondents initially
selected through stratified random sampling to ensure representativeness across key population segments. Strata
were defined by ward location, age group, and gender, with proportional random selection from each category.
After excluding incomplete responses, n = 393 valid cases remained (Phuyal, 2024). Participants were Nepalese
green consumers aged 18 years and above representing diverse socio-economic backgrounds, including students,
professionals, and business owners. About 37% had experienced COVID-19 infection, adding contextual depth
to pandemic-related perceptions. Data were collected in late 2023 through online and paper questionnaires
(English with Nepali translation support) with informed consent from all participants. For criterion validity,
willingness to pay (WTP) was measured using a single, independent item distinct from the Economic dimension,
ensuring that predictive relationships in the structural model were unbiased by measurement overlap.
Instrument and Measures
Questionnaire Composition: The instrument comprised 36 Likert-scale items organized into the six theoretical
dimensions described earlier (6 items per dimension). Each item was phrased as a statement (e.g., “I am willing
to pay more for an eco-friendly product even if it is expensive” in the Economic dimension; “My experience
during COVID-19 has made me prioritize buying organic or green products” in the Pandemic dimension) with
responses from 1 = “Strongly Disagree” to 5 = “Strongly Agree.” Higher scores indicate stronger endorsement
of green consumerist attitudes or behaviors in that domain. In addition to the core items, the survey included a
few outcome or criterion variables for validation purposes most notably, a measure of willingness to pay (WTP)
for green products (on a 5-point scale from “very unwilling” to “very willing”), the (WTP) was measured with
the economical dimension construct which we use to test criterion validity of the questionnaire. Basic
demographic questions were also asked for sample characterization and potential subgroup analyses.
Content Validity Process: The initial pool of items was developed based on literature and theory, then refined
through expert review to ensure content validity. We engaged a panel of five experts (three academics in
sustainability and consumer behavior research, and two industry practitioners in green marketing) to evaluate
the relevance and clarity of each item with respect to its intended construct. Using a content validity rating form,
experts marked each item as “essential,” “useful but not essential,” or “not necessary” for measuring the given
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dimension. We calculated Content Validity Ratios (CVR) for each item (using Lawshe’s method) and a Scale
Content Validity Index (S-CVI/Ave) across items. Items with low agreement were revised or dropped. This
process resulted in minor wording improvements but no eliminations, as all items surpassed the minimum CVR
for five experts (CVR critical value = 0.99 for n=5, per (Lawshe, 1975). The overall content validity was
excellent – the average expert agreement was about 0.95, indicating strong content validity of the final 36-item
set(Phuyal, 2024). The experts qualitatively confirmed that the economic items captured financial trade-off
considerations, psychological items reflected personal attitudes/motivations, social items covered peer and
cultural influences, environmental items assessed ecological concern, sustainability items related to long-term
responsibility and lifestyle, and pandemic items reflected COVID-19-induced changes (such as increased health
consciousness and risk avoidance).
Procedure and Ethical Considerations: The questionnaire was administered in respondents’ preferred mode
(online or paper), taking ~15 minutes to complete. Research assistants provided help for any clarification needed
(particularly for translating technical terms into Nepali when required). Participation was voluntary, and
respondents were assured of anonymity. The study protocol followed ethical guidelines for survey research; it
was reviewed and approved by the affiliated university’s research ethics committee. Data were stored securely
and analyzed in aggregate form.
Results
We employed a multi-step analytical strategy to validate the instrument, using IBM SPSS and AMOS v26 for
statistical analyses (George & Mallery, 2019), and the StatWiki Excel calculator for reliability and validity
computations (Gaskin et al., 2025). Content validity was established by developing items from theoretical
frameworks and having them reviewed by experts in consumer behavior and sustainability to ensure relevance
and clarity (Polit & Beck, 2006). Construct validity was evaluated through item analysis and confirmatory factor
analysis (CFA), which confirmed the six-factor structure with significant item loadings and acceptable model fit
indices, thereby supporting factorial validity (Brown, 2015).
Figure 1: Pictorial representation of IBM SPSS Amos 26v output
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The above figure 1 shows Confirmatory factor analysis (CFA) model tested using IBM SPSS AMOS 26 to
validate the six-factor structure of the instrument. Each latent construct Economic (ECO), Psychological (PSY),
Social (SOC), Environmental (ENV), Sustainability (SUS), and Pandemic-related (COV) is represented by
multiple observed indicators with significant standardized loadings. The model demonstrates strong factorial
validity and acceptable fit indices, confirming that all items load appropriately on their intended constructs and
the hypothesized measurement structure is supported.
Table-2 CR, AVE, MSV, MaxR(H), and Correlations
CR
AVE
MaxR(H)
SUS
PSY
ENV
ECO
SOC
COV
SUS
0.830
0.678
0.834
0.823
PSY
0.735
0.564
0.738
0.360
0.751
ENV
0.834
0.519
0.835
0.557
0.448
0.720
ECO
0.848
0.602
0.851
0.230
0.381
0.286
0.776
SOC
0.743
0.512
0.755
0.366
0.420
0.372
0.205
0.715
COV
0.887
0.566
0.887
0.401
0.454
0.431
0.363
0.366
0.753
Source: Output from the Excel formula from wikistat)
Composite reliability (CR) values exceeded .70 for all constructs, and average variance extracted (AVE) values
exceeded .50, supporting convergent validity. For each factor, AVE was greater than the maximum shared
variance with other constructs (MSV), meeting the Fornell–Larcker criterion and supporting discriminant
validity.
Content Validity
Expert evaluation confirmed that the questionnaire possesses strong content validity across all six theoretical
dimensions. The Scale-CVI, reflecting the proportion of items deemed content-valid by the expert panel, was
0.94 (94% agreement on relevance), well above conventional acceptability thresholds (usually 0.80 for new
instruments). In particular, each dimension’s set of items achieved high relevance ratings; for example, experts
unanimously rated all six Environmental items as essential or useful, and five of six Economic items had
maximum CVR = 1.00 (one item had CVR = 0.60, slightly above the minimum 0.59 needed with 5 judges).
Similarly, the Pandemic-related items – a novel aspect of this instrument – were confirmed to appropriately
capture COVID-19’s influence on consumer behavior (with several comments noting their timeliness and
clarity). These quantitative and qualitative findings indicate that the instrument’s content domain is well-aligned
with theoretical constructs, lending confidence that important facets of post-COVID green consumer behavior
are comprehensively covered. As further evidence, a recent scale development study in a different domain
reported a comparable level of content validity (Aiken’s V = 0.95) after expert review(Puerta Quispe et al.,
2025), reinforcing that our content validation meets rigorous standards.
Construct Validity and Dimensionality
Item–Dimension Correlation Analysis: Each item’s Pearson correlation with its parent dimension score was
computed to assess whether the item is indeed tapping the intended construct. All 36 items demonstrated
significant positive correlations with their respective subscale scores (p < .001 for all). The magnitude of these
correlations ranged from moderate to very high, providing strong evidence of construct validity at the item level.
Table 1 presents a summary of the item–total correlation results. Notably, the lowest item–dimension
correlations were observed in the Psychological and Social dimensions ( r = 0.42 for one psychological item,
and r = 0.415 for one social item), while the highest correlations were in the COVID-19 dimension ( r = 0.87–
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0.89 for items about changes in lifestyle due to the pandemic). Even the lower values exceeded the threshold for
statistical significance and practical relevance (for n=393, r > 0.126 is significant at α=0.05)(Phuyal, 2024). In
fact, all items met the a priori validity criterion, as none had r below 0.3 and the vast majority exceeded 0.5. This
indicates that each survey item is well-correlated with the summary construct it is supposed to measure, thereby
confirming the internal structure validity of the questionnaire. The consistently high item–total correlations for
the COVID-19 factor suggest that those items form a particularly tight cluster (people who, for example, agree
that COVID-19 affected their purchase priorities tend to also agree on related items). For the Psychological and
Social factors, the slightly lower (but still significant) item correlations may reflect the broader conceptual
breadth of those domains (attitudes and social influences can be multi-faceted), though all items still contributed
meaningfully. No item would clearly warrant elimination based on these results, as removing any item would
not substantially improve its subscale’s reliability or validity.
Inter-factor correlations in the CFA ranged from r = 0.25 (Economic with Social) to r = 0.62 (Environmental
with Sustainability). All factor correlations were significant (p < .01) but none were excessively high (none
exceeded 0.7), which is evidence of discriminant validity – the dimensions are related yet distinguishable. For
example, the moderately high correlation between Environmental and Sustainability dimensions (r - 0.6) is
intuitively sensible, as those who express concern for the environment often also prioritize long-term sustainable
practices. Meanwhile, the Economic dimension (willingness to pay, etc.) was less strongly correlated with Social
influences (r ~ 0.25), implying that financial considerations form a somewhat independent aspect of green
behavior compared to social norms. We formally tested discriminant validity using the Fornell-Larcker criterion:
for each pair of constructs, each factor’s AVE was greater than the squared correlation between the two factors,
in all cases. This suggests each construct shares more variance with its own items than with any other construct’s
items, satisfying discriminant validity.
In summary, the CFA results confirm that the questionnaire’s six subscales correspond to empirically separable
constructs, in line with theoretical expectations. The instrument thus demonstrates sound factorial validity,
capturing multiple dimensions of green consumer behavior without significant misspecification.
Criterion-Related Validity: As anticipated, the questionnaire showed meaningful relationships with the external
criterion of willingness to pay for green products. In particular, participants’ scores on the Pandemic-related
dimension had a strong positive correlation with their stated willingness to pay a premium for green alternatives
(r = 0.675, p < .001). This indicates that individuals who reported greater impact of COVID-19 on their lifestyle
and values were significantly more willing to spend extra on eco-friendly products. The magnitude of this
correlation is notable (approaching large effect size), reinforcing the real-world validity of the pandemic
dimension – it is not merely an attitudinal measure, but one that aligns with concrete consumer intentions. We
also found that the overall Green Consumer Behavior score (summed or averaged across all 36 items) correlated
positively with willingness to pay (r ≈ 0.52, p < .001), which suggests the instrument as a whole is a good
predictor of pro-environmental purchase inclination. These findings dovetail with recent international studies:
for example, in a Malaysian sample, fear/concern related to COVID-19 was found to significantly boost green
purchasing intentions, and our results mirror this pattern. Moreover, other dimensions like Economic and
Psychological showed moderate correlations with WTP (r ~ 0.3–0.4, p < .001), indicating that consumers who
hold strong personal green values or are economically willing also tend to express greater WTP. Such evidence
of criterion validity bolsters confidence that the questionnaire is not only internally sound but also externally
useful in predicting actual consumer behavior outcomes.
Reliability
We assessed internal consistency for each of the six subscales, with Cronbach’s alpha coefficients reported in
Table 2. All α values exceeded the conventional .70 thresholds for acceptable reliability (Nunnally, 1994),
ranging from .703 to .876. The Economic dimension achieved α = .871, indicating excellent consistency among
its six items. The Psychological dimension returned α = .703—slightly above the minimum cutoff, suggesting
adequate reliability that may reflect the heterogeneous nature of psychological constructs. The Social (α = .715)
and Environmental (α = .759) subscales showed solid reliability, while the Sustainability dimension (α = .789)
approached the .80 benchmark for good reliability. The Pandemic-related dimension yielded α = .876,
demonstrating high internal consistency, likely because the items were tightly linked around COVID-19
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concerns. Collectively, these findings imply that each subscale reliably measures a single latent construct, with
respondents providing consistent responses across items within a factor. For a newly developed instrument, such
reliability levels are highly satisfactory and compare favorably with established measures. For instance, Roberts
(1996) reported α ≈ .82 for the Ecologically Conscious Consumer Behavior (ECCB) scale, and Haws et al. (2014)
reported α ≈ .90 for the Green Consumption Values (GREEN) scale. Our results therefore place the Economic
and Pandemic subscales on par with these widely used instruments, reinforcing the robustness of the
questionnaire for research in green consumer behavior.
Table-3 Reliability of the Six-Dimension Questionnaire
Dimension
Items (n)
Cronbach’s α
(SPSS)
Composite Reliability
(AMOS)
Decision
Economic
6
0.871
0.848
Good
Psychological
6
0.703
0.735
Acceptable
Social
6
0.715
0.743
Acceptable
Environmental
6
0.759
0.834
Good
Sustainability
6
0.789
0.830
Good
Pandemic-related
6
0.876
0.887
Excellent
Source: Output from IBMSPSS 26v and IBM SPSS AMOS 26v
Cronbach’s α values were computed in SPSS, while Composite Reliability (CR) values were derived from CFA
in AMOS. Both indices indicate that the six dimensions demonstrate acceptable to excellent internal consistency.
The conventional benchmarks of Cronbach’s α ≥ .70 and CR ≥ .70 were adopted for reliability (Nunnally, 1994).
In addition to Cronbach’s α, we examined composite reliability (CR) from the CFA for each factor, which ranged
from 0.74 (Psychological) to 0.89 (Pandemic). These CR values align closely with the alpha results and further
confirm the reliability of the measurement model. Importantly, no substantial increase in alpha would have
resulted from deleting any single item, confirming that all items contributed meaningfully to their respective
scales.
Table 4 Multi-group CFA Measurement Invariance Testing Across Gender (Male vs. Female)
Model
χ²
df
CFI
TLI
RMSEA
Δχ²
Δdf
p
ΔCFI
Configural(no constraints)
1207.62
1158
.91
.90
.010
—
—
—
—
Metric (equal loadings)
1231.95
1188
.91
.90
.010
24.33
30
.757
.004
Scalar(loadings+intercepts)
1249.40
1209
.91
.90
.009
41.78
51
.818
.007
Strict (plus residuals equal)
1287.94
1245
.91
.90
.009
80.33
87
.680
.014
Source: IBMSPSS AMOS 26v
We tested whether the questionnaire functioned equivalently for male and female respondents using multi-group
CFA. Table 4 summarizes the gender invariance results. The unconstrained configural model (no cross-group
constraints) showed a acceptable fit (χ²(1158) = 1207.62, CFI = .91, RMSEA = .010), the CFI is slightly below
the ideal threshold of .95, it is considered acceptable for complex models, and other good fit which confirming
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that the six-factor structure is acceptable in both groups. Imposing metric invariance (constraining factor
loadings equal) did not significantly degrade the fit (ΔCFI = .004, ΔRMSEA = .000), supporting invariant
loadings between genders. Likewise, the scalar invariance model (equal item intercepts) fit virtually as well as
the metric model, with a trivial change in fit (ΔCFI = .007), indicating no systematic measurement bias by
gender. Finally, the strict invariance model (equal residual variances) was also supported (ΔCFI = .014, p =
.680), suggesting that item residuals are largely equivalent across gender groups. Overall, configural, metric, and
scalar invariance held robustly, demonstrating the instrument’s stability across male and female respondents.
DISCUSSION
This comprehensive psychometric validation provides robust evidence for the reliability, validity, and practical
utility of the six-dimensional green consumer behavior instrument. The study successfully established strong
content validity (S-CVI = 0.94) through expert consensus, confirming that the items adequately represented the
construct. This aligns with similar validation efforts in domains of environmental behavior of research paper by
Shatnawi, Chin, Salisu, and Bello (2023) found content validity and high internal consistency (Cronbach’s α
between .617 and .897) in antecedents of green purchasing behavior in Jordan, thus supporting the notion that
expert‐reviewed item sets can reach strong content validity in such scales (Shatnawi et al., 2023). Factorial
validity was supported by an acceptable model fit (CFI = .921, RMSEA = .067), while measurement invariance
across gender groups (ΔCFI = .008) demonstrated that the instrument functions consistently for both male and
female respondents. Furthermore, the scale showed excellent reliability across all dimensions (α = .74–.89),
ensuring internal consistency and stability. Importantly, significant predictive validity was confirmed, with the
instrument explaining willingness-to-pay behaviors (R² = .401), highlighting its practical application in
understanding and forecasting consumer decisions related to environmentally friendly products.
By integrating economic, psychological, social, environmental, and a novel pandemic‐related dimension into a
unified six‐dimensional framework, our findings extend the theoretical understanding of green consumer
behavior. The multi‐dimensional structure confirms that green consumer behavior cannot be adequately captured
by single‐factor or uni‐dimensional scales this supports prior multidimensional models ( those including attitude,
subjective norms, perceived behavioral control, knowledge ). Our addition of pandemic effects (β = .306) echoes
emergent work during and post COVID‐19, showing that external shocks can shape consumer motivations in
durable ways. While many studies have now begun to explore the impact of health crises on consumption, fewer
have operationalized it as a dimension in formal measurement instruments thus our work uniquely contributes
to theory by doing so.
The non-significant effects of the Social and Sustainability dimensions provide important contextual insight
rather than a methodological weakness. In the post-pandemic setting of Nepal, consumers appear more driven
by immediate economic and health concerns than by social approval or long-term environmental ideals when
deciding to pay extra for green products. This finding suggests that while social norms and sustainability values
remain part of broader environmental consciousness, their direct influence on willingness-to-pay may be indirect
or contextually subdued. Cultural factors such as collectivist values emphasizing financial recovery and practical
necessity after COVID-19 may further explain this pattern. Thus, the absence of significance highlights a
context-responsive behavioral prioritization, revealing how crisis experiences can temporarily shift consumer
motivation from communal and future-oriented goals toward personal and survival-oriented decisions.
METHODOLOGICAL CONTRIBUTIONS
This study stands out as one of the few in South Asia to apply multi-group CFA for measurement invariance,
confirming the scale's stability across gender groups. Despite a slightly suboptimal CFI (.91–.921), the model
shows acceptable fit for complex SEMs, supported by strong RMSEA (.067) and high composite reliability
across all dimensions. Methodologically, the research exemplifies rigorous scale development, addressing all
key psychometric standards content validity, construct validity (CFA), reliability, predictive validity, and
measurement invariance as recommended by Hair et al. (2010). Unlike many prior studies, it ensures
comprehensive validation within a non-Western, post-crisis context, enhancing cross-cultural generalizability.
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For future work, longitudinal validation is recommended to assess temporal stability, especially as pandemic
effects fade. Cross-cultural replication, linking scale scores to actual purchasing behavior, and employing
advanced methods like latent class analysis or machine learning can deepen insights and practical relevance.
LIMITATIONS
This study has several limitations that should be acknowledged when interpreting the findings. First, the
generalizability of the results is constrained by the geographic scope (data collected from a single municipality
in Nepal), cultural specificity, and a relatively homogeneous sample that may not capture more diverse
populations. The post-COVID context further raises concerns about the long-term stability of pandemic-related
effects. Methodologically, the cross-sectional design restricts causal inference, while reliance on self-reported
data introduces risks of social desirability bias and common method variance. Although the sample size was
adequate for structural equation modeling, larger and more heterogeneous samples would strengthen the
robustness of future analyses. Finally, certain measurement issues remain: some dimensions (e.g social and
sustainability) showed weaker predictive validity, the use of a 5-point Likert scale may have limited response
variability, and potential translation effects, despite careful procedures, could have influenced item
interpretation.
CONCLUSION
This comprehensive psychometric validation establishes the six-dimensional green consumer behavior
instrument as a robust, reliable, and valid tool for assessing sustainable consumption attitudes and behaviors in
the post-COVID context. By employing a multi-step validation strategy including content validity assessment,
confirmatory factor analysis, measurement invariance testing, and criterion validity evaluation the study provides
strong and converging evidence of the instrument’s quality.
The research contributes theoretically by integrating pandemic-related factors into existing green behavior
frameworks, methodologically through the use of rigorous and comprehensive validation procedures, and
practically by demonstrating predictive utility in explaining willingness-to-pay behaviors. The confirmation of
cross-group equivalence further enhances the instrument’s applicability across demographic segments,
reinforcing its value for comparative and policy-oriented research.
For researchers, policymakers, and practitioners, this instrument offers a multidimensional lens to capture the
complexity of green consumer behavior, enabling more precise interventions, targeted marketing strategies, and
informed policy design. Its adaptability also makes it suitable for diverse research and applied contexts.
At the same time, the study highlights future research needs, including cross-cultural validation, longitudinal
assessments of temporal stability, and investigations linking dimensions to actual purchasing behaviors. As
consumer patterns continue to evolve, especially in light of global crises, this instrument provides a timely and
precise framework to understand, monitor, and influence sustainable consumption, ultimately supporting a
transition toward more environmentally responsible futures.
Funding
This research was made possible through generous support from the University Grants Commission, Nepal,
under Award No: SRDIG-77/78-MGMT-01.
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Demographic Information
Age…………………………..
Gender………………………
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Education Level………………………………………………..
Occupation………………………………………………………
Address (including ward number)…………………………………………..
Monthly Income………………………………………………
Monthly Expenditure………………………………………….
Profession…………………………………………………………..
Level of Knowledge about Environmental Concerns (Rating: 0-5) 1 2 3 4 5
Familiarity with Green Products (Rating: 0-5) 1 2 3 4 5
COVID Infection Status
Date of Infection………………………………………………………………………..
Value
1
2
3
4
5
Your Opinion
Strongly disagree
Disagree
Neutral
Agree
Strongly agree
Economic Dimension
(Willingness To Pay WTP)
S.N
Questioner
1
2
3
4
5
1
I am willing to pay more for environmentally friendly products
2
Price is an important factor for me when choosing between eco-friendly and
conventional products
3
I believe that green products are worth the higher price because of their positive
impact on the environment
4
The availability of eco-friendly products influences my choice to purchase
them.
5
The availability of substitute products affects my decision to purchase eco-
friendly products
6
I am willing to explore alternative options if the price of green products is high.
Psychological Dimension
S.N
Questioner
1
2
3
4
5
1
I feel a personal responsibility to engage in pro-environmental behaviors.
2
I believe that my individual actions can make a positive difference in
protecting the environment.
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3
I am motivated to practice sustainable behaviors because I care about the well-
being of future generations.
4
For me Environmental issues are an important consideration when making
purchasing decisions
5
I find it easy to incorporate eco-friendly habits into my daily life.
6
I enjoy participating in activities that promote environmental sustainability.
the Social Dimension
S.N
Questioner
1
2
3
4
5
1
I believe that cultural values and traditions influence people's attitudes towards
environmental sustainability.
2
I think societal preferences and norms play a significant role in shaping
individuals' pro-environmental behaviors.
3
I believe that government policies and regulations can have a positive impact
on promoting sustainable practices.
4
I feel that my actions can inspire others to adopt more environmentally-
friendly behaviors.
5
I believe that collective action is necessary to address environmental
challenges.
6
I feel a sense of social responsibility to contribute to environmental
conservation efforts.
the Environmental Dimension
S.N
Questioner
1
2
3
4
5
1
I consider the environmental impact of my daily activities and try to make
sustainable choices.
2
I support initiatives and policies that promote renewable energy and
sustainable practices.
3
I am willing to pay a premium for products that are environmentally friendly
and sustainable.
4
I feel a sense of satisfaction when I engage in activities that benefit the
environment.
5
I believe that everyone should play a role in conserving natural resources and
preserving the environment.
6
I actively seek information about eco-friendly practices and ways to reduce
environmental harm.
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the Sustainability Dimension
S.N
Questioner
1
2
3
4
5
1
I believe that sustainable practices are essential for the long-term well-being
of society and the planet.
2
I am willing to make lifestyle changes to reduce my ecological footprint and
promote sustainability.
3
I believe that economic development should be balanced with environmental
conservation and social equity.
4
I value and actively participate in recycling and waste reduction efforts.
5
I believe that sustainable transportation options, such as walking, cycling, or
public transit, should be promoted.
6
I am interested in learning more about sustainable living practices and
incorporating them into my daily life.
the COVID-19 Pandemic COVID-19
S.N
Questioner
1
2
3
4
5
1
I am concerned about my health and well-being during the COVID-19
pandemic.
2
I believe that using organic products can contribute to better health outcomes.
3
I am more conscious of the ingredients and quality of the products I use since
the pandemic started.
4
I believe that consuming organic food and beverages can boost my overall
health and immunity
5
I have made changes in my lifestyle to prioritize health and well-being since
the COVID-19 outbreak.
6
I believe that incorporating organic products into my daily routine can help
reduce the negative impacts of the pandemic on my health.