Joint Effects of Goal Framing and Price on Green Consumption

Abstract This study examined the effects of goal framing (positive vs. negative) and reference price (high vs. low) on the purchase of an organic cotton T‐shirt. Goal framing is a common persuasion technique that describes either the benefits of purchasing green goods or the undesirable consequences of failing to do so. The results showed a significant interaction effect of goal framing and price on consumers' attitudes and purchase intentions. Specifically, negative goal framing induced a more favorable attitude and purchase intention than positive goal framing when the organic cotton T‐shirt cost less. In contrast, when promoting the higher‐priced product, negative goal framing decreased consumers' attitudes and purchase intentions. These findings suggest that the reference price may influence the effectiveness of goal framing in green fashion advertising. This study focused on a single product category, and further research is needed to examine whether these effects are generalized across different product categories. This study has implications for developing appropriate advertising messages, based on price, within green fashion industries.