Message Framing and Collectivistic Appeal in Green Advertising: A Study of Chinese Consumers

Fei Xue, University of Southern Mississippi


This study examined the effects of message framing (positive vs. negative) and appeal types (individualistic vs. collectivistic) in green advertising on Chinese consumers’ attitude toward the ad, attitude toward the brand, green trust (trust of green messages), and purchase intention. It was found that negative frames and collectivistic appeal generated more favorable advertising and brand attitude and a higher level of green trust and purchase intention. Interaction effects suggested that, for ads with collectivistic appeals, there was no significant difference in terms of message framing. However, when individualistic appeals were used, ads with negative message frames generated more favorable responses than ads with positive frames.