手法を比較

	グリーン購入意図尺度	Pro-Environmental Behavior Scale
分野	環境心理学	環境心理学
系統	Process / pipeline	Process / pipeline
提唱年	1991	2002
提唱者	William B. Dodds, Kent Monroe, Dhruv Grewal	Debra Lemke, Anja Kollmuss
種類	Self-report intention and willingness-to-pay scale	Self-report frequency and behavior checklist
原典	Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers' product evaluations. Journal of Marketing Research, 28(3), 307–319.	Kollmuss, A., & Agyeman, J. (2002). Mind the gap: Why do people act environmentally and what are the barriers to pro-environmental behavior? Environmental Education Research, 8(3), 239–260.
別名	GPIS, Eco-Friendly Purchase Intention	PEBS, Sustainability Behavior Scale
関連	3	4
概要	The Green Purchase Intention Scale (GPIS) measures consumers' stated willingness and likelihood of purchasing environmentally friendly products, including their intention to pay premium prices for eco-labeled goods and their perceived value of sustainable alternatives. Developed from consumer behavior and willingness-to-pay frameworks (Dodds, Monroe, & Grewal, 1991; expanded by Thøgersen and others), the GPIS bridges environmental attitudes and actual purchasing behavior, a critical gap in sustainability research. The scale is widely used in marketing research, environmental policy evaluation, and studies examining whether environmental concern translates into purchasing decisions.	The Pro-Environmental Behavior Scale (PEBS) measures the frequency and breadth of environmentally responsible actions that individuals perform in their daily lives, including recycling, energy conservation, water conservation, sustainable transportation, sustainable consumption, and environmental activism. Unlike attitude scales that measure beliefs or concerns, the PEBS captures actual or self-reported behaviors—providing a bridge between environmental intentions and demonstrable actions. The scale is essential for evaluating behavior-change interventions, tracking progress toward sustainability goals, and understanding which demographic and psychographic segments adopt environmentally responsible practices.