The objective of this study is to empirically test a set of theoretical constructs and measurement instruments generated from literature to measure consumers’ environmental responsibility. This study is an empirical extension of previously conducted literature review which has already been published by the authors. The target population of the study is primarily university students in Malaysia. A questionnaire survey will be conducted in the campuses of selected universities in Malaysia. A total of about 150 respondents will be surveyed using personal interview. The data will be analysed using Rasch Model and Structural Equation Modelling. The study is expected to come up with a set of reliable and valid measurement instruments for corresponding theoretical constructs for measuring consumers’ environmental responsibility. The possible policy implications of the study is for the marketing and other policy makers to assist in tailoring their environmental communication and awareness programs in order for consumers to be environmentally responsible in their buying and consumption behaviour. The major limitations of the study are the target population and sample size. Hence, once the instruments are found to be statistically reliable and valid, avenues for further studies are recommended for further generalization of the findings.