Promoting green consumption is key in meeting ambitious sustainable fashion targets being set around the world. This research examined how framing of green message as positive or negative (i.e., benefit framing) influenced formation of sustainable consumption behaviors of fashion (SCBF) based on the cross-theoretical model and, especially, how self-efficacy, decision balancing, and perceiving threats-mediated green message framing effects. Data were collected from 217 Chinese residents in an online experiment. Our findings show that green message framing has different effects on individuals in different change stages of SCBF and loss framing-based green messages induce more positive responses toward SCBF with greater perceived threats in the pre-intention and intention stages, while gain framing-based green messages might stimulate positive behaviors toward SCBF with greater perceived benefits in the preparation and action and maintenance stages. Results suggest that highlighting green message expression in relating to SCBF may be useful for promoting broader sustainable behaviors. Therefore, this article significantly fills the gaps between green message framing and SCBF. The findings of this article have significant implications for fashion companies who wish to explore the fashion green market potential.
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