Influences of Framing Effect and Green Message on Advertising Effect

Designing green product marketing is a helpful solution for enhancing green awareness, and for promoting the protection of the environment. In this study we explored the framing effect in advertising design, and analyzed the relationship between framing effect (FE) and green message (GM), as well as their influences on advertising. We adopted a quasiexperimental method, and conducted empirical research according to 2 x 2 between-subject factors. The results showed that green messages influenced consumers' reaction toward positive and negative frames. Consumers who did not receive green messages preferred positively framed advertising. After receiving a green message, the consumers' attitudes regarding positively and negatively framed advertising were similar for both types.