The Impact of Profit and Loss Frame and Product Involvement on Consumer Behavior in Green Product Marketing

In today's world, as environmental issues become increasingly severe, sustainable development is gaining more and more attention, and green consumption is one of the key pathways to achieving sustainable development. Among green products, various advertisements and promotional slogans attract consumers. However, different product marketing strategies influence consumer choices, and product involvement also affects consumers' willingness to buy eco-friendly products. Therefore, this investigation employed a 2x2 factorial experiment to explore how information framing and product involvement influence consumers' willingness, their willingness to spread information, and their brand attitudes, thereby providing theoretical support and practical recommendations for developing effective communication strategies for green brands. The experimental results indicate that both the gain-loss framework and product involvement influence consumer behavior. There is a highly significant positive correlation between product involvement and purchase intention, while the gain-loss framework shows a negative correlation with purchase intention. However, product involvement is the more critical influencing factor.