A New Approach to Measuring Socially Responsible Consumption Tendencies

Two approaches to measuring socially responsible consumption tendencies—the existing Social Responsibility Scale (SRS) and a new seven-dimension product differentiation construct-were compared using three groups believed to differ in their societal consciousness. Measurement tests revealed the commonly used SRS is suspect as a reliable and valid measure for use in marketing contexts. The product differentiation approach possessed more desirable and mostly consistent measurement properties.