CONSCIOUS CONSUMER SCALE: THE STUDY OF VALIDITY AND RELIABILITY1

The aim of this study was to develop a valid and reliable scale that measures the conscious consumption level. Using data gathered from 800 consumers living in three district of Ankara with different socio-economic level conscious consumer scale consists of four dimensions which are environmentally conscious consumption, ethical, consumption, simple consumption, and socially responsible consumption was developed. The draft scale items written based on the literature and necessary corrections were made in accordance with the field experts' explanations. The finale item pool was consisted of 25 items. Appropriateness of the data for EFA tested with KMO value. The KMO value was found as .914 and the Bartlett's Test of Sphericity score was significant (p < .05). Eigen values, total variances explained, and scree plot graphic was used to decide the number of factors. A four factor construct accepted explaining the 53,073 % of the total variance. Factor Analysis conducted to test the structural validity of the scale. Cronbach's alfa score for total scale was .856. To establish meaningful factor structure that fit the data well confirmatory factor analyses were utilized. According to confirmatory factor analyses fit indices of the model were accepted to be satisfactory for model-data fit. Based on all these findings, it is decided that Conscious Consumer Scale is a valuable and reliable scale with its four dimensions.