Abstract
An experiment was employed to determine the effect of gain versus loss message framing, point of reference (i.e., self vs. environment), and product involvement on the effectiveness of green advertising. Results indicate that in the context of green advertising for consumer products, gain frames and self appeals elicit more favorable responses than loss frames and environment appeals. However, when combined, a self/loss framing is more persuasive than an environment/loss framing. This difference was muted for the high product involvement condition, possibly due to more message elaboration occurring under this condition. Theoretical and managerial implications are discussed.