A New Consumer Behavior Model towards Green Products: Scale Development and Validation Kumar P. Kishore*, Dr. Anand Byram** *Research Scholar, Department of Management, Pondicherry University, Karaikal **Assistant Professor, Department of Management, Pondicherry University, Karaikal, Karaikal, Pondicherry Online published on 7 May, 2014. Abstract The purpose of this paper is to develop a model for developing a consumer behavior model for green products. The measurement scale for testing the model is developed in this paper. The scale validation using Structural Equation Modeling approach is conducted. The confirmatory factor analysis it conducted using SPSS AMOS. The model and measurement scale developed in this paper can be used by researchers and marketers to understand the factors influencing the consumer behavior with regard to green products. The researchers can also use this paper to know how to develop a measurement scale and validate it. The reliability, convergent validity, and discrimnant validity of briefed in this paper. The model developed in this study analyzes the consumer behavior towards green products. The ultimate aim purpose of this paper is to develop a model and a measurement scale for conducting research on consumer behavior towards green products. The purification process of the initial scale is explained and final measurement scale is given in this paper. Top Keywords Green products, Consumer behavior, Validity, Reliability, Confirmatory factor analysis, Consumer behavior model. Top |