Paper Title
Discussion on The Impact of Advertising Information And Product Involvement On Green Consumption From A Perspective Of Message Framing

With the improvement of living standards and environmental protection concept, consumers' pursuit of natural, healthy and green consumption concept gradually increases and tends to popular. Therefore, the advertising marketing could be the key factor to increase consumerís willingness to green consumption and the medium and long-term profit in marketing. Through the literature review, this research discusses the impact of green advertising information of different message framing (positive and negative) on the relation between the consumerís attitude and purchase intention, the productive involvement has been chosen as an adjustment variation of this relation. Finally, this research puts forward managerial implications, research limitations and future research suggestions on the basis of research result. Keywords: Green Consumption, Green Product, Product Involvement, Purchase Intention, Brand Attitude, Advertising, Message Framing