Beyond “Go Green”: Matching Message Framing to Consumers’ eco Knowledge to Boost Advertising Effectiveness through Rand Authenticity

Authors

  • Jian Gao Zhejiang University of Finance and Economics, China Author
  • Chengyang Luo Zhejiang University of Finance and Economics, China Author
  • Zhen Li Kansai University, Japan Author

DOI:

https://doi.org/10.63522/

Keywords:

Message framing; Environmental knowledge; Green advertising effectiveness; Authenticity; Mediating model

Abstract

Marketers use gain- or loss-framed messages to promote sustainable products. However, the boundary conditions for their effectiveness remain underexplored. This study examines how distinct dimensions of environmental knowledge—subjective (confidence) and objective (competence)—interact with message framing to influence green advertising effectiveness. The findings reveal that subjective environmental knowledge (SEK) enhances advertising effectiveness in gain-framed messages but diminishes it in loss-framed contexts. Conversely, objective environmental knowledge (OEK) increases effectiveness in loss-framed messages but reduces it in gain-framed settings. Furthermore, perceived authenticity mediates these relationships, though the mechanism varies by context. While authenticity drives the effectiveness of gain-framed messages for both SEK and OEK, its mediating role in loss-framed messages is significant only for consumers with high OEK. These results have critical implications for segmentation and targeting. In crafting green advertising strategies, marketers should move beyond treating consumers as a singular monolith and, instead, tailor message frames to match the specific knowledge profile of their target audience to foster authentic brand relationships.

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2026-05-20

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Gao, J., Luo, C., & Li, Z. (2026). Beyond “Go Green”: Matching Message Framing to Consumers’ eco Knowledge to Boost Advertising Effectiveness through Rand Authenticity. Journal of Applied Business & Behavioral Sciences, 2(1), 285-318. https://doi.org/10.63522/

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