ArticleAuthors: Linya Fu; Jian Gao (2023-02-05)
This study explores the external stimulus and internal psychological characteristics that influence green advertising’s effectiveness while considering the interactive effect of message framing and environmental attitudes and the mediating role of process fluency. The results showed that if a consumer has a strong environmental attitude, gain-framed green advertising more significantly impacts their attitudes toward green advertising and products and their pro-environmental behavior intentions than loss-framed advertising. Conversely, if the consumer has a weak environmental attitude, loss-framed green advertising more significantly impacts their attitudes toward green advertising and... 
