Development and Validation of a Questionnaire on Ethical Consumption among a Moroccan Population

Abstract

According to the literature review, ethics in consumer choice is expressed by consumers. However, the measurement of ethical
consumption is still poorly adapted because of its diversified definition in the marketing of consumer behavior. According to the
literature review, there is no global scale for measuring ethical consumption behavior in an Arabic-speaking population. For this
reason, our objective is to validate a questionnaire on ethical consumption and to determine the profile of this type of consumption among the Moroccan population. A methodological choice is a quantitative approach in which we used a technical
sheet with a self-questionnaire and a questionnaire on ethical consumption. The scale validation process is based on two steps.
Initially, we calculated the reliability of the entire questionnaire and the three dimensions of the scale by Cronbach's alpha.
Exploratory factorial analyses were then carried out. There are 161 participants, 55% of whom are female compared to 45%
male. The average age of the participants was 41.8±13.4 years. For the internal consistency of the questionnaire, we calculated
the Cronbach index, which was 0.8 for the whole scale, α=0.7 for ethical consumption of textiles, 0.7 for ethical consumption of
food and psychoactive substances and α=0.8 for the consumption of hygiene, beauty and cosmetic products. consumption of food
and psychoactive substances and α=0.8 for the consumption of hygiene, beauty and cosmetic products.