Broadening influence: scale development for subjective norms across extended social groups in green purchasing

This study aims to develop a multidimensional scale to measure subjective norms in green consumption, incorporating both specific and general social pressures, to address the limitations of the Theory of Planned Behavior (TPB), which traditionally focuses on specific reference groups. This exploratory study incorporates a pilot study with 200 participants and a main investigation with 300 participants, all chosen with a purposive sampling technique. The study's participants were consumers aged 18 and older who had prior experience in purchasing coffee, were aware of organic coffee, and were deliberating about purchasing organic coffee products. Analysis techniques included item-to-total correlation, Cronbach's alpha, and Exploratory Factor Analysis (EFA). In the conducted pilot and main studies, the developed scale, comprising 14 items, exhibited robust reliability and validity. The findings elucidate that subjective norms influencing green consumption are informed by both significant social networks and broader societal trends, thus offering an exhaustive delineation of the determinants that influence environmentally sustainable behaviors. Practical recommendations were articulated for both retailers and governmental entities aiming to foster organic coffee consumption. These include the strategic enhancement of marketing initiatives to highlight the communal endorsement of organic coffee by both specific and general social collectives, along with the formulation of policies and incentives that promote organic agriculture and sustainable practices. By integrating a broad spectrum of social influences, the scale development introduced in this study advances the understanding of consumer behavior and sustainability.