Author(s): Manpreet Kaur and Reshmi Manna
The "EcoEthi Sale Disposal Scale," a unique tool for gauging the moral and ethical principles that guide sellers when they dispose of used goods, is introduced and tested in this study. The study examines the impact of these values on seller satisfaction and the inclination to resell, as secondhand markets gain prominence in consumer behaviour and sustainable marketing. The scale was developed with Churchill's (1979) paradigm, incorporating literature review, focus group discussions, and essay composition. The data was analysed from 74 suppliers in Northern India. The exploratory and confirmatory factor analyses was employed to test reliability, validity, and unidimensionality, and utilised structural equation modelling to validate nomological validity. The six-item instrument has strong internal consistency, statistical reliability, and conceptual validity. The findings indicate that moral and ethical principles significantly enhance seller satisfaction, hence increasing the likelihood of repeat sales. This primarily elucidates the correlation between perceived worth and behavioural results. These findings align with other research (such as Kaur & Manna, 2024), indicating that happiness is a significant connection between peoples' perception of worth and their behaviour. The EcoEthi Sale Disposal Scale is an effective, evidence-based instrument for marketers, regulators, and resale platforms to encourage ethical resale practices. Promoting discussions on the ethical and ecological benefits of resale can enhance people satisfaction, foster loyalty, and support the United Nations' Sustainable Development Goals. This study provides the inaugural validated assessment of moral and ethical value in sales disposal by considering global perspectives. This enhances understanding of ethical consumption and its impact on resale behaviour.