Scale development and validation of green country image: focusing on Chinese consumers

Purpose This study aims to develop and validate a new scale for measuring green country image (GCI). The current country image (CI) concept is recognized as limited in capturing the complexities of consumer perceptions today. By building a GCI scale, this study can provide a more nuanced understanding of how consumers evaluate a country’s image beyond traditional measures. This scale will be a valuable tool for international marketers to develop effective strategies in the 21st century’s dynamic global business landscape. Design/methodology/approach This study adopts a mixed-methods approach to develop and validate a new scale for measuring GCI. This approach leverages the strengths of both qualitative and quantitative methods to gain a comprehensive understanding of the concept and develop a reliable measurement tool. Findings A reliable and valid scale was developed to measure the six dimensions of GCI: social green country image (SOGCI), economic green country image (ECGCI), environmental green country image (ENGCI), technological green country image (TEGCI), leadership green country image (LEGCI) and people green country image (PEGCI). In results, the new GCI scale is a six-dimensional, 23-item, five-point scale. An important finding was that these six factors were statistically significant reflective scales. Originality/value By developing a validated GCI scale, this study offers valuable insights for international marketers navigating the evolving consumer perceptions of importing countries. This novel scale empowers the international marketers to tailor strategies and target specific markets based on GCI. The mixed-methods approach strengthens the GCI scale’s robustness, making it a significant contribution to both academic research and international marketing practice.