Construct	Items
Environmental concern	I am concerned about the state of the world environment and how it will affect my future.
	I am concerned that humanity is overusing the environment.
	I am concerned about the disastrous consequences of human destruction of nature.
Environmental knowledge	I have more knowledge about environmental issues than an average person.
	I have the knowledge about the eco-friendly labels used on product packages.
	I am very knowledgeable about environmental and social issues.
PCE	I feel I can help solve natural resource problem by conserving water and energy.
	I can protect the environment by buying green products
	I think there are many things I can do to protect the environment.
Eco label credibility	I trust eco-friendly labels.
	I trust producers of the products with eco labels.
	I trust the store personnel that sells me green products.
	I trust products with eco labels.
	I trust that eco-friendly labels are recognized by government agencies or experts.
Ease of purchase	Purchasing eco-friendly products is very cumbersome.
	It is more convenient to buy something that is not eco-friendly than to buy eco-friendly products.
	It is not easy to see eco-friendly products in the store where I usually shop.
Purchase intention	I am committed to buying green products.
	My willingness to buy eco-friendly products is high.
	I will pay more for a product that has more environmental benefits.
Purchase behavior	I have been purchasing green products at a regular basis.
	When I have a choice between two equal products, I purchase the one less harmful to other people and the environment.