This study investigates the impact of green visual frames in advertisements of environmentally friendly products on consumer behavior. The study hypothesizes that environmental claims with green visual frames will lead to higher green purchasing intentions and lower perceptions of greenwashing. The paper also proposes a conceptual model that suggests green visual frames can have a positive impact on green purchasing intentions and reduce perceptions of greenwashing. The model was tested with an experimental design on a sample of undergraduate students at a midwestern university, and the results were analyzed with ANOVAs. The findings of this study can help marketers and advertisers develop strategies to promote environmentally conscious behavior among consumers
