The Impact of Profit and Loss Frame and Product Involvement on Consumer Behavior in Green Product Marketing

Xianshi Zhou

doi:10.54254/2753-7064/2025.LC25487

Communications in Humanities ResearchOpen access

The Impact of Profit and Loss Frame and Product Involvement on Consumer Behavior in Green Product Marketing

Research Article

Open Access

The Impact of Profit and Loss Frame and Product Involvement on Consumer Behavior in Green Product Marketing

Xianshi Zhou ^1*

¹ China Agricultural University

^*Corresponding author: xianshi.zhou@ucdenver.edu

Published on 30 July 2025

CHR Vol.74

ISSN (Print): 2753-7072

ISSN (Online): 2753-7064

ISBN (Print): 978-1-80590-301-7

ISBN (Online): 978-1-80590-302-4

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Abstract

In today's world, as environmental issues become increasingly severe, sustainable development is gaining more and more attention, and green consumption is one of the key pathways to achieving sustainable development. Among green products, various advertisements and promotional slogans attract consumers. However, different product marketing strategies influence consumer choices, and product involvement also affects consumers' willingness to buy eco-friendly products. Therefore, this investigation employed a 2x2 factorial experiment to explore how information framing and product involvement influence consumers' willingness, their willingness to spread information, and their brand attitudes, thereby providing theoretical support and practical recommendations for developing effective communication strategies for green brands. The experimental results indicate that both the gain-loss framework and product involvement influence consumer behavior. There is a highly significant positive correlation between product involvement and purchase intention, while the gain-loss framework shows a negative correlation with purchase intention. However, product involvement is the more critical influencing factor.

Keywords:

product involvement, consumer behavior, green product marketing.

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References

[1]. Tversky, A., Kahneman, D. (1981) The framing of decisions and the psychology of choice. Science, 211, 453–458.

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[9]. Lee, K., Kim, H.J., Kim, H.J. (2020) Understanding consumer responses toward green advertising: An application of the theory of reasoned action. Journal of Promotion Management, 26, 177–199.

[10]. Park, J., Moon, B.J. (2020) Product involvement and message framing effects in eco-friendly advertising. Social Behavior and Personality: An International Journal, 48, e9302.

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References

[1]. Tversky, A., Kahneman, D. (1981) The framing of decisions and the psychology of choice. Science, 211, 453–458.

[3]. Liu, Z., Xu, X. (2021) Good news or bad news? How message framing influences consumers' willingness to buy green products. Frontiers in Psychology, 11, 568586.

[4]. Morawetz, H., et al. (2021) The effects of framing on environmental decisions: A systematic literature review. Ecological Economics, 183, 106950.

[5]. Petty, R.E., Cacioppo, J.T., Schumann, D.W. (1983) Central and peripheral routes to advertising effectiveness: The moderating role of involvement. Journal of Consumer Research, 10, 135–146.

[8]. De Martino, B., Kumaran, D., Seymour, B., Dolan, R.J. (2006) Frames, biases, and rational decision-making in the human brain. Science, 313, 684–687.

[9]. Lee, K., Kim, H.J., Kim, H.J. (2020) Understanding consumer responses toward green advertising: An application of the theory of reasoned action. Journal of Promotion Management, 26, 177–199.

[10]. Park, J., Moon, B.J. (2020) Product involvement and message framing effects in eco-friendly advertising. Social Behavior and Personality: An International Journal, 48, e9302.

Cite this article

Zhou,X. (2025). The Impact of Profit and Loss Frame and Product Involvement on Consumer Behavior in Green Product Marketing. Communications in Humanities Research,74,37-44.

Data availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

About volume

Volume title: Proceedings of ICADSS 2025 Symposium: Art, Identity, and Society: Interdisciplinary Dialogues

ISBN: 978-1-80590-301-7(Print) / 978-1-80590-302-4(Online)

Editor: Ioannis Panagiotou, Yanhua Qin

Conference website: https://www.icadss.org/Lincoln.html

Conference date: 22 August 2025

Series: Communications in Humanities Research

Volume number: Vol.74

ISSN: 2753-7064(Print) / 2753-7072(Online)

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