Framing sustainability: brand relationships and purchase intentions in the electric vehicle industry

Purpose This study examines how sustainability message frames and consumers' sustainability attitudes influence brand relationships and purchase intentions in the electric vehicle (EV) industry. Design/methodology/approach A 4 (message type: control, economic, social, environmental) × 3 (sustainability attitude: negative, neutral, positive) between-subjects experiment was conducted with a nationally representative US sample (N = 1,532). Participants viewed a mock Instagram post and completed measures of trust, satisfaction, commitment, mutuality and purchase intention. Findings Results revealed significant main and interaction effects. Environmental frames generated the most positive relational outcomes and strongest purchase intentions, particularly among sustainability-positive consumers. Economic frames were largely ineffective and backfired among sustainability-negative participants. Research limitations/implications The use of a fictitious brand allowed isolation of message effects but limited ecological validity and produced modest purchase intention ratings. Future research should examine how first-impression dynamics interact with established brand equity using longitudinal designs. Practical implications Findings suggest environmental messaging is most effective in building EV brand relationships and purchase intentions, while economic appeals pose risks among sustainability-skeptical publics. Practitioners should tailor sustainability frames to audience attitudes and prioritize strong first impressions in digital contexts. Originality/value The study advances framing and expectancy–value theory by showing how first-impression encounters with sustainability messages shape relational judgments in digital environments. It highlights opportunities for practitioners to strategically design messages that cultivate EV brand relationships and purchase intentions.