Measuring consumers’ product care tendency
Scale development and validation
L. Ackermann (Salzburg University of Applied Sciences, TU Delft - Responsible Marketing and Consumer Behavior)
J. P.L. Schoormans (TU Delft - Responsible Marketing and Consumer Behavior)
Ruth Mugge (TU Delft - Design, Organisation and Strategy, TU Delft - Responsible Marketing and Consumer Behavior)
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Abstract
Product care is defined as all activities initiated by consumers that encourage an extension of product lifetimes, such as repair, maintenance, and/or careful handling. A product care scale was developed and validated in a set of four related studies. In study 1, we asked experts to examine the face validity of a set of 35 items. In study 2, we reduced the initial set of items to 10 items using exploratory factor analysis. A subsequent confirmatory factor analysis supported a three-factor solution. Study 3, a nomological network study, demonstrated that the construct measured by our scale is related but still distinguishable from existing concepts, such as frugality, use innovativeness and attachment towards the product. Study 4 was a known-groups test with participants from two different countries and with various previous experiences in repairing. The final 10-item product care scale includes three factors: relevance, easiness and positive experience.
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