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Fred Musika

Doctor of Philosophy, (Marketing)
Study Completed: 2018
Massey Business School


Thesis Title
Integrating green consumption dimension: Consumer Styles Inventory (CSI) scale refinement and validation

Read article at Massey Research Online: MRO icon

Organisations are increasingly seeking to understand green consumer decision-making and cater for these consumers accordingly. Despite significant practitioners’ interest, scholarly inquiry into the green consumption concept has transpired only relatively recently, resulting in a limited understanding of the concept, and its measurement. Mr Musika investigated the phenomenon by employing a qualitative-quantitative integrative multimethod approach. He developed a new substantiated, validated, and confirmed nine-factor, 31-item consumer decision-making scale named Green Consumption Scale (GCS) in Tanzania and New Zealand contexts. The newly developed consumption instrument will be of great importance for researchers, consumers, marketers and other organisations that work with consumers in emerging markets. It will provide researchers with a valid and reliable instrument for measuring green consumption style objectively and identify the most dominant green-consumption style in the said countries.

Dr Andrew Murphy
Professor Valentyna Melnyk
Dr Alexandra Hess