Linking hedonic and utilitarian shopping values to consumer skepticism and green consumption: the roles of environmental involvement and locus of control

Abstract

Drawing on the value-belief-norm theory, we propose that hedonic and utilitarian shopping values are linked with consumer skepticism toward green advertising and eco-friendly consumption behavior (i.e., green consumption) through environmental involvement, and that these links are contingent on locus of control. In support of our theory, results from a survey of 491 consumers reveal that hedonic and utilitarian shopping values influence environmental involvement positively and negatively, respectively. There is a negative relationship between environmental involvement and consumer skepticism toward green advertising. Such skepticism is also negatively related to green consumption. Environmental involvement translated hedonic and utilitarian shopping values into consumer skepticism toward green advertising. The relationships among the researched variables are stronger for individuals with an internal locus of control than for those with an external locus of control.