Table 6 Measurement of constructs.

Green skepticism

I doubt about green products’ environmental friendliness

I have certainty about green products’ functionality

I believe about green products and environmental standards

I believe that the green product is a better product

Riva et al. (2024)

Green benefits

This product helps conserve resources.

This product can reduce waste.

This product can decrease pollution.

This product is environmentally friendly.

De Silva et al. (2021)

Perceived risk

This product can lead to bad results.

Getting this product would cause me to worry.

This product has uncertain outcomes.

De Silva et al. (2021)

Product attitude

I believe that purchasing this product is valuable.

I believe that purchasing this product is rewarding.

I believe that it is wise to purchase this product.

Tonder et al. (2023)

Self-affirmation

When I feel threatened or anxious, I find myself thinking about my strengths

When I feel threatened or anxious, I find myself thinking about what I stand for

Peterson et al. (2022)

Brand advocacy

I would recommend this brand to my friends.

If my friends were looking to buy cloth, I would tell them to try this brand.

I would like to spread positive word of mouth about this brand.

Bergner et al. (2023)