Scale library · Consumer behavior
Green trust scale: Chen (2010)
Green trust is the degree to which consumers believe a brand's environmental commitments, claims and performance. Chen (2010) proposed the concept, alongside green brand image and green satisfaction, as a driver of green brand equity, with a 5-item scale. It is often a mediator between green marketing or greenwashing and green purchase intention, and suits theses on buying green products, organic food or sustainable fashion.
Cite the original, not the blog.
- Model or scale: Green Trust
- Constructs: 1
- Items: 5
Original English items
Items marked (R) are reverse-coded: recode them before computing reliability or scale scores. Replace bracketed placeholders such as [system] with the name of the system, brand or organization you study.
Green Trust (GT, 5 items)
| Code | Item wording | Reverse-coded |
|---|---|---|
| GT1 | You feel that this brand’s environmental commitments are generally reliable. | No |
| GT2 | You feel that this brand’s environmental performance is generally dependable. | No |
| GT3 | You feel that this brand’s environmental argument is generally trustworthy. | No |
| GT4 | This brand’s environmental concern meets your expectations. | No |
| GT5 | This brand keeps its promises and commitments regarding environmental protection. | No |
Response scale
7-point Likert scale (1 = Strongly disagree … 7 = Strongly agree), as used by Tong et al. (2020); many other studies use 5 points.
Licence and permission
The items are published in an academic article and reproduced in open-access articles; we found no specific terms of use from the author. Cite Chen (2010).
Sources (APA 7)
- Chen, Y.-S. (2010). The drivers of green brand equity: Green brand image, green satisfaction, and green trust. Journal of Business Ethics, 93(2), 307–319. https://doi.org/10.1007/s10551-009-0223-9
- Dash, G. (2026). Determinants of green consumer loyalty in sustainable fashion: The mediating role of green brand trust. Behavioral Sciences, 16(7), 1207. https://doi.org/10.3390/bs16071207
- Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135. https://doi.org/10.1007/s11747-014-0403-8
- Tong, Z., Li, T., Feng, J., & Zhang, Q. (2020). Using images of eyes to enhance green brand purchase intentions through green brand anthropomorphism strategies: The moderator role of facial expression. Frontiers in Psychology, 11, 568595. https://doi.org/10.3389/fpsyg.2020.568595
Vietnamese translation
A Vietnamese translation of every item, with sample-size advice and studies that used the scale, is on the Vietnamese page for this scale.