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

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  • Zhao-Hong Cheng

    (National Kaohsiung University of Science and Technology)

  • Chun-Tuan Chang

    (National Sun Yat-sen University)

  • Yu-Kang Lee

    (National Sun Yat-sen University)

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.

Suggested Citation

  • Zhao-Hong Cheng & Chun-Tuan Chang & Yu-Kang Lee, 2020. "Linking hedonic and utilitarian shopping values to consumer skepticism and green consumption: the roles of environmental involvement and locus of control," Review of Managerial Science, Springer, vol. 14(1), pages 61-85, February.
    • Handle: RePEc:spr:rvmgts:v:14:y:2020:i:1:d:10.1007_s11846-018-0286-z
    DOI: 10.1007/s11846-018-0286-z
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    3. Md. Shahadat Hossain & Goutam Saha & Mridul Kanti Das & Md. Anowar Hossain, 2024. "Practicing Green Behaviors in the Manufacturing Sector: The Impact of Environmental Knowledge, Environmental Consciousness, Attitude, Motivation and Subjective Norm," International Journal of Science and Business, IJSAB International, vol. 33(1), pages 58-75.
    4. Dooyoung Choi & Ha Kyung Lee, 2020. "Beneficiary Foci Types and Performance Appeals in Green Advertising," Sustainability, MDPI, vol. 12(15), pages 1-15, August.
    5. Yanbo Zhang & Chuanlan Liu & Yanru Lyu, 2023. "Profiling Consumers: Examination of Chinese Gen Z Consumers’ Sustainable Fashion Consumption," Sustainability, MDPI, vol. 15(11), pages 1-18, May.
    6. Małgorzata Rutkowska & Paweł Bartoszczuk & Uma Shankar Singh, 2021. "Management of Green Consumer Values in Renewable Energy Sources and Eco Innovation in India," Energies, MDPI, vol. 14(21), pages 1-17, October.
    7. Uma Shankar Singh & Małgorzata Rutkowska & Paweł Bartoszczuk, 2022. "Renewable Energy Decision Criteria on Green Consumer Values Comparing Poland and India Aligned with Environment Policy for Sustainable Development," Energies, MDPI, vol. 15(14), pages 1-26, July.
    8. Abdelmohsen A. Nassani & Zahid Yousaf & Adriana Grigorescu & Alexandra Popa, 2023. "Green and Environmental Marketing Strategies and Ethical Consumption: Evidence from the Tourism Sector," Sustainability, MDPI, vol. 15(16), pages 1-13, August.
    9. Hasnizam Shaari & Nurul Amanina Abdul Basir, 2024. "Integrating Environmental Involvement and Media Exposure on the Theory of Planned Behavior in Explaining Green Purchase Behavior," International Journal of Research and Scientific Innovation, International Journal of Research and Scientific Innovation (IJRSI), vol. 11(5), pages 369-378, May.
    10. Murtaza Haider & Randall Shannon & George P. Moschis, 2022. "Sustainable Consumption Research and the Role of Marketing: A Review of the Literature (1976–2021)," Sustainability, MDPI, vol. 14(7), pages 1-36, March.
    11. Habib, Muhammad Danish & Kaur, Puneet & Sharma, Veenu & Talwar, Shalini, 2023. "Analyzing the food waste reduction intentions of UK households. A Value-Attitude-Behavior (VAB) theory perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    12. Imran Khan & Furrukh Bashir & Rashid Ahmad & Muhammad Ayub, 2021. "Shopping Motivation and Green Consumption: A Study about Green Buying Behavior of Pakistani Consumers," iRASD Journal of Management, International Research Alliance for Sustainable Development (iRASD), vol. 3(3), pages 233-242, December.
    13. Santa, Juana Castro & Drews, Stefan, 2023. "Heuristic processing of green advertising: Review and policy implications," Ecological Economics, Elsevier, vol. 206(C).

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