Cross-Cultural Validation of the Perceived Brand Greenness Scale

In this paper, a novel 18-item scale for the customer’s perception of brand greenness is validated across two cultures—Germany and India—using measurement invariance tests that utilize multigroup confirmatory analysis (MCFA). On subjecting the scale’s measurement model to strong invariance constraints, it was found that the model supports full configural, full metric and partial scalar invariance. The findings suggest that the perceived brand greenness (PBG) scale is a cross-culturally valid measurement tool, and the same four PBG dimensions can be meaningfully compared across both Indian and German customer groups. Visualization using Boxplots and probability density functions provide further insights (similarities and differences) into the distribution of each item in the 18-item scale between Germany and India, eventually guiding in elucidating the reasons for the support of partial scalar invariance. This work establishes the cross-cultural validity of the new 18-item perceived brand greenness scale, which is an important step forward in the scale development and validation process.