Sustainability in Beauty

Adaptation and Validation of a Measurement Scale for Environmental Awareness in the Brazilian Market

Abstract

The aim of this article is to validate, for application among consumers of beauty products and services, the measurement scale of factors influencing the purchase decision for ecologically sustainable products developed by Kumar (2019). For this purpose, a survey was conducted with 516 consumers of beauty services from a major beauty establishment located in the city of Salvador - BA. The chosen method was construct validation, which involves analyzing the internal consistency of the scale (Cronbach's Alpha) and verifying its psychometric properties (Factor Analysis). Three dimensions originally proposed by Kumar (2019) did not show consistency (Purchase Decision, Price and Quality, Advertisements and Third-Party Opinions); the statistical analysis did not demonstrate coherence in the distribution of items across the proposed factors. The insufficient number of items associated with these dimensions is highlighted as a critical issue, deviating from the established standards of a minimum of four. Therefore, this research proposes a remodeling of the scale, establishing only one dimension (Environmental Consciousness), which demonstrated consistent psychometric indices within the reliability parameters proposed by the literature.