Over years, customer’s pro-environmental behaviors have been attracting enormous attention from both academic researchers and practitioners. Although a variety of studies have been done, using different individual-level consumer behavior theories with the aim to disclose the motivation for customers decided to “go green”, none of them simultaneously analyze the impact of product knowledge and service quality on customer’s internal environmental locus of control (INELOC), which had been proved by numerous studies to predict customer’s pro-environmental behaviors.
This study aims to close that research gap by analyzing data collected from online survey to investigate the linkage between customer’s knowledge and service quality, in terms of service reliability and service assurance, and their internal environmental locus of control. The result of this research is expected to enrich current understandings about INELOC and its antecedents. In a practical sense, managers of green businesses could base on these findings to adjust their green marketing approach, which could strengthen the individual’s belief on the enterprise’s claim about their products and services.

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