Do you believe it? Green advertising skepticism and perceived value in buying electric vehicles Higueras Castillo, Elena Liébana Cabanillas, Francisco José Alonso Dos Santos, Manuel Zulauf, Katrin Wagner, Ralf Adaption-innovation theory Customer engagement Electric vehicles The transportation sector's substantial greenhouse gas emissions necessitate solutions that promote sustainability. One potential approach is the higher adoption of electric vehicles (EVs). This study aims to empirically investigate the determinants of customers' intentions to adopt EVs, with a strong focus on the concept of green value. Framed in adaption-innovation theory and based on the customer perceived value model, this research analyses the influence of emotion, price, quality, social, green value and green advertising skepticism on purchase intention and customer engagement. Employing a PLS approach to fit the conceptual model to data obtained from an online survey of potential customers in Germany, Spain, and Chile (N = 791), we found evidence of a substantial and significant impact of green advertising skepticism on purchase intention and green perceived value. Notably, the social value of electric vehicles is the most crucial driver of customers' buying intention and is more important than price and green perceived value. 2024-05-24T10:59:20Z 2024-05-24T10:59:20Z 2024-02-18 journal article Higueras-Castillo, E., Liébana-Cabanillas, F., Santos, M. A. D., Zulauf, K., & Wagner, R. (2024). Do you believe it? Green advertising skepticism and perceived value in buying electric vehicles. Sustainable Development, 1–15. https://doi.org/10.1002/sd.2932 https://hdl.handle.net/10481/92057 10.1002/sd.2932 eng http://creativecommons.org/licenses/by-nc-nd/4.0/ open access Attribution-NonCommercial-NoDerivatives 4.0 Internacional John Wiley & Sons