Purpose Online retail platform corporate sustainable development (ORPCSD) has garnered significant interest and appeal among consumers. However, no scale has been developed to measure consumer perceptions of ORPCSD. Therefore, this study aimed to delineate the conceptual framework and dimensions underlying these perceptions and construct a reliable and valid measurement tool. Design/methodology/approach This study employed established qualitative and quantitative methods in two studies. In the first study, the dimensions and measurement items of consumer perceptions of ORPCSD were proposed using the grounded method. In the second study, the measurement scale was refined and validated using exploratory factor analysis, confirmatory factor analysis, and nomological validity examination. Findings The results indicated that consumer perception of ORPCSD consisted of three dimensions: economic, social, and environmental sustainability. The measurement scale for these dimensions comprised 25 items, demonstrating excellent psychometric properties. Originality/value This study contributes original insights by enhancing the current understanding of consumer perceptions of ORPCSD. Additionally, it provides researchers and managers with psychometric metrics to gauge these perceptions and offers actionable strategies for sustainable marketing initiatives.
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Ai-zhong et al. (2024) studied this question.
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