**3. Materials and Methods**

The purpose of the research was to develop and evaluate a multifaceted GMaS. In our research, we used a multistep process to create GMaS that was realized through two separate studies. Study 1 aimed to establish the validity of the content by testing the scale's dimensionality and further reducing the pool of items. Study 2 was designed to assess the validity of the construct, and discriminant validity. Data for both studies were collected in Lithuania in September and October 2021.

## *3.1. Sample*

The research was directed at marketing managers of Lithuanian business entities operating in various industrial sectors. Marketing managers were chosen as the target population as these are the people who are expected to be highly involved in green marketing planning and implementation. The participant inclusion criteria for both studies were: responsibility for marketing activities in an organizational setting (1), willingness, and ability to complete the survey in Lithuanian (2).

One hundred forty-seven marketing managers filled questionnaires using Survey-Monkey in Study 1. A total of 45 participants did not complete the survey. This reduced the final sample size to 102. The literature ranges in recommendations for the minimum sample size for a reliable EFA. Although 50 is considered an absolute minimum, larger samples over 100 are preferred to obtain factor solutions [35]. The sampling procedure was

non-probabilistic and, to be more specific, it followed a judgmental criterion by selecting the managers. Accordingly, we confirm that the collected sample is satisfactory for EFA technique to yield good quality results.

In terms of demographic characteristics, 54% were women in Study 1 (Table 2). The average age of the respondents was 45 years, and the average tenure in marketing was ten years. The majority of the research participants (58%) had a master's degree. The participants all worked in various industries, including wholesale and retail, construction, education, transport, etc. A total of 155 marketing managers completed the survey for Study 2. Their demographic profile was similar. A total of 59% of the marketing managers who participated in Study 2 were women. The average age was 47 years. The average tenure in marketing was almost ten years. A total of 52% of the respondents confirmed that they had completed master's studies.


**Table 2.** Sample characteristics.
