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

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...