The effect of message framing on young adult consumers’ sustainable fashion consumption: The role of anticipated emotions and perceived ethicality

The debate about which communication strategies are most effective for inducing consumers to behave sustainably remains open, despite growing attention on more sustainable forms of fashion consumption. To further this understanding, we investigate the effectiveness of positive and negative message framing in promoting sustainable fashion consumption, where the beneficial versus detrimental environmental consequences of choosing second-hand clothing were highlighted. Across two experiments, positively framed messages were more effective than negatively framed ones in prompting consumers to engage in sustainable fashion consumption. Elevation was the anticipated emotion responsible for this effect, while consumers’ subjective beliefs about the ethicality of advertising messages promoting sustainable consumption served as a moderator. We discuss the theoretical and managerial implications of this research together with its limitations and directions for future research.