Measuring socially responsible consumption: a study of Colombia–Mexico

PurposeThe purpose of this paper is to find evidence of construct validity in a Mexican population for a socially responsible consumption (SRC) measurement scale originally proposed for Colombia.Design/methodology/approachUsing a quantitative approach and a correlational scope, factorial invariance and differential item functioning analyses were performed on the SRC measurement scale based on data from 323 Colombian graduate students and 456 Mexican students.FindingsThe empirical evidence confirms that the factor structure of the SRC measurement scale applied in Colombia remains valid in the Mexican context.Research limitations/implicationsLimitations pertain to the attitudinal measurement scale and the non-representativeness of the chosen samples.Practical implicationsWhen identifying a structure for SRC, particularly considering the formulation of marketing strategies and business reputation, companies should consider the new criteria of buying consumption.Originality/valueFor the first time in Latin America, an SRC measurement scale is constructed, and its construct validity is evaluated for two countries: Mexico and Colombia. The authors thus provide empirical evidence for the hypothesis that SRC measurement is contingent on the expression of measurement considering the socioeconomic and cultural context in which the study is conducted.