A validity and reliability study for Major and Non-major Students Attitude Scales of Green Literacy

Ming-Rong Tsai

The purpose of this study focused on developing consumer applications of college students’ attitude scales for green literacy. It described students’ literacy cognition as green consumers. All 450 samples in this study included college students of hospitality management majors and non-majors enrolled in the 2015 academic year. The whole validity ranges of questionnaire included green consumer cognition, behavior intentions, consumer arbitrary decision, control of perception behavior, and behavior attitude. The content validities were set up by scientists, food consultants, and dieticians. To detect the specialized validation, this study examined students’ pilot results of attitude scales in factor analyses. It also measured the reliability of attitude scales, internal consistency and retest precision. Applications of college students’ attitude scales were evaluated on their gender, specialization field, and education levels. All students’ attitude scales were adjusted to be a five-point scale with 25 items of 5 aspects. This study clearly provided authentic validities and reliabilities for approaching students’ attitude scales toward green consumer literacy. Statistical results indicated that major college students acquired better behavior intentions and positive consumer attitude in green literacy cognition than those of non-major college students.