Validating a Multi-Dimensional Green Consumer Behavior Instrument in Post-COVID Nepal

Abstract

This study provides a comprehensive psychometric validation of a multidimensional questionnaire designed to measure green consumer behavior in the post-COVID-19 context. The instrument, administered in Dhankuta Municipality, Nepal. This study uniquely integrates pandemic-induced behavioral influences with classical economic, psychological, and environmental theories, creating a six-dimensional framework. This multidimensional model not only predicts green purchasing behavior but also advances existing literature by formalizing the pandemic’s role in shaping sustainable consumption. Content validity was supported through expert review, and construct validity was examined via Pearson correlations and confirmatory factor analysis (CFA). All items correlated significantly with their respective subscales (r = .415–.891, p < .001), exceeding the critical threshold (±.1265, df = 391, p < .05). Reliability analyses demonstrated strong internal consistency across dimensions (Cronbach’s α = .70–.88). Multi-group CFA confirmed measurement invariance across gender (ΔCFI < .01), ensuring the scale functions equivalently for males and females. Structural equation modeling further validated criterion-related evidence, showing that pandemic-related (β = 0.306, p < 0.001), economic (β = 0.235, p < 0.001), and environmental (β = 0.157, p < 0.001) factors significantly predicted willingness to pay (WTP) for green products. Psychological influence was marginal (β = .106, p = .018), while social and sustainability dimensions were no significant. The model accounted for 40% of the variance in WTP (R² = .401). Collectively, the findings confirm the instrument’s reliability, factorial validity, and predictive utility. Beyond established sustainability measures, this questionnaire uniquely integrates pandemic-related behavioral influences, offering new insights into shifting consumer patterns. The validated scale provides a robust tool for research and practice, enabling cross-group comparisons and longitudinal tracking of sustainable consumer behavior in the post-pandemic era.