Natural or Innovative? The Role of Cross‐Cultural Differences in the Valence Framing of Sustainable Fashion Product Attributes

ABSTRACT As the fashion industry shifts toward more sustainable production, brands are adopting both natural materials and innovative fiber‐processing techniques. However, consumer perceptions of sustainable materials may differ, influencing clothing purchasing decisions. This study explores how message framing (positive vs. negative valence) influences consumer intentions for clothing made from natural vs. innovative sustainable materials, considering cross‐cultural value differences. Applying framing theory and information processing, a mixed‐method approach of expert interviews and a 2 × 2 cross‐cultural experiment ( N Belgian = 275, N Korean = 250) reveals that for innovative materials, negative framing enhances intentions, whereas for natural materials, both positive and negative framing can be effective, depending on the national‐cultural context. Cultural value orientations specific to Belgium and South Korea can shape framing preferences, which can be further explained by differences in information processing as a latent mechanism. This study provides original empirical evidence that valence framing influences consumer evaluations of sustainable fashion materials differently across cultures through distinct information‐processing mechanisms. By integrating framing theory and dual‐processing theory in a cross‐cultural context, it extends understanding of sustainability communication in online fashion. As the findings are based on two national contexts and specific experimental conditions, future research should examine these relationships across a broader range of cultural settings.