RESULTS
Constructs of Environmental Consciousness and Perceived Product Attributes
We used a reliability coefficient (Cronbach’s alpha) to verify the internal validity of the items measuring environmental consciousness and perceived product attributes. Among the 45 items regarding environmental consciousness, nine items were dropped during the process of reliability testing. Doing so, the reliability coefficient (Cronbach’s alpha) rose from .844 to .897 for the remaining 36 items. For the seven items relating to perceived product attributes, the reliability coefficient (Cronbach’s alpha) was .762, and no item was dropped in this process.