”I” Lose, “Others” Gain – Message Framing and Beneficial Appeals in Ads Promoting Green Consumption

Abstract

Current consumption lifestyles put the environment in danger (United Nations 1992). Enhancing green consumption, i.e. a consumption lifestyle that reduces damage to our natural surroundings, is therefore of great importance. The ecological impact of consumption has also become an important factor in consumer choice. More and more consumers are willing to change their consumption style, claim to pay attention to ecological claims and labels and are willing to pay a higher price for ecological friendly products (GfK North America 2008).