2604003585
  • Open Access
  • Article

The Chinese Religiosity Behaviour Scale (CRBS): Conception, Development, and Refinement

  • Lei Wang 1,*,   
  • Qi Zhang 1,   
  • Philip Pong Weng Wong 2

Received: 25 Feb 2026 | Revised: 30 Mar 2026 | Accepted: 03 Apr 2026 | Published: 27 Apr 2026

Abstract

There is no single perfect measurement scale of religiosity that can accurately measure the influence of religiosity on consumers’ behaviors in different nations, including pro-environmental behaviors among worshippers in Eastern countries. This study shows the advantages and disadvantages of existing measurement scale of religiosity, they are: Intrinsic-Extrinsic Religious Orientation Scale, Religious Commitment Inventory-10, 10-items Intrinsic Religiosity Scale, I/E-Revised and Single-item Scales, 12-item Scale of Quest Religious Orientation, Muslim Religiosity Scale, Religious Behavior Scale, Single Islam Religiosity Measurement, Centrality of Religiosity Scale, Revised Scale of Attitude towards Buddhism, and Religious Personality Subscale of the Muslim Religiosity-Personality Inventory. More importantly, this study demonstrates how to develop a new multi-dimensional scale for measuring religiosity on pro-environmental behaviour, i.e., CRBS. This study provides a comprehensive understanding of establishing a suitable measurement scale of religiosity in green marketing. However, considering this study is an exploratory one, certain limitations should be considered and discussed accordingly.

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Wang, L.; Zhang, Q.; Wong, P. P. W. The Chinese Religiosity Behaviour Scale (CRBS): Conception, Development, and Refinement. Journal of Marketing and Management Insight 2026, 1 (1), 4.
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