เปรียบเทียบวิธี

	มาตรวัดความตั้งใจซื้อสินค้าสีเขียว	มาตรวัดพฤติกรรมเชิงนิเวศ (Pro-Environmental Behavior Scale)
สาขาวิชา	จิตวิทยาสิ่งแวดล้อม	จิตวิทยาสิ่งแวดล้อม
ตระกูล	Process / pipeline	Process / pipeline
ปีกำเนิด	1991	2002
ผู้ริเริ่ม	William B. Dodds, Kent Monroe, Dhruv Grewal	Debra Lemke, Anja Kollmuss
ประเภท	Self-report intention and willingness-to-pay scale	Self-report frequency and behavior checklist
แหล่งต้นตำรับ	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.
ชื่อเรียกอื่น	GPIS, Eco-Friendly Purchase Intention	PEBS, Sustainability Behavior Scale
ที่เกี่ยวข้อง	3	4
สรุป	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.