With the rise of the global environmental crisis, many organizations are shifting towards
sustainability, focusing on impacting consumer choices through advertising messages. Two
experimental studies (n1 = 100; n2 = 110) were conducted to test how gain versus loss
advertising message frames can impact purchase intention, in the context of reusable packaging.
The studies examined the role of eco-anxiety, hope, guilt, pride and attitude towards the brand
as mediating and moderating factors. The results showed that message framing only impacted
purchase intention via the mediation of attitude towards brand, moderated by eco-anxiety
