Pack it up: impact of message frames, perceived benefits and green consumer values for apparel product packaging on brand attitude

Purpose While the fashion industry is beginning to comprehend the commercial imperative for sustainability, it is struggling to address the issues of overconsumption and accompanying packaging. Research indicates that framing of marketing messages makes an impact on consumers’ choices, particularly when it comes to supporting sustainable initiatives from brands. This study aims to investigate the impact of message framing, reference to perceived benefits and green consumer values on their choice of packaging reduction initiatives in the context of online retailing and the subsequent impact on brand attitude. Design/methodology/approach A 2 (frame: gain/loss) × 2 (reference to perceived benefits: personal/societal) × 2 (green consumer value: high/low) mixed method online experiment was conducted. Findings Results indicated that how the message is referenced in terms of benefits (personal gain/loss or societal gain/loss) and green consumer values act as moderators between message frame and attitude toward the packaging initiatives, which in turn impact brand attitude. Originality/value Overall, the findings contribute to message architecture, insight on consumer behavior, and add to the business case for sustainable packaging for fashion/apparel companies.