Pro-Environmental Self-Identity: Scale Purification in the Context of Sustainable Consumption Behavior

Pro-environmental self-identity (PESI) is an individual's tendency to see himself as an individual who has a pro-environment perspective and action. The aim of this study is to purify the measurement scale of the construct of PESI and to get a scale of measurement which is valid, reliable, and truly able to measure the variable of the PESI in the context of sustainable consumption behavior (SCB). This research consisted of Study 1 and Study 2. Study 1 aims to test whether the construct measurement has really been valid which is able to measure the variable that is to be measured. A series of steps for purification of the measurement scale were carried out in Study 1. The first study used 240 as sample size. In the second study, researchers conducted further purification by improving the scale of item measurement, and it was tested on 205 respondents. The results of the purification of the measurement scale were retested in Study 2. These results prove that the PESI instrument is valid and reliable in the context of sustainable consumption behavior research. Other findings in this study state that sustainable consumption behavior is divided into two dimensions or types of behavior.