How does advertising goal framing impact green hotel consumption intentions? The moderating role of nature connectedness

Abstract

Promoting green hotel consumption is a key element in the green transformation and upgrading of the tourism industry. Goal framing serves as a common method of information presentation to encourage consumer behavior. However, few studies have examined how advertising goal framing affects green hotel consumption intentions (GHCI). This article investigates how advertising goal framing (positive vs. negative) influences GHCI through five experiments and a single-paper meta-analysis. The results indicate that positive advertising goal framing significantly enhances GHCI more than negative advertising goal framing, mediated by green trust and advertising attitudes, with nature connectedness playing a moderating role. By integrating goal-framing theory and prospect theory, the findings offer practical strategies for tourism businesses to drive green market growth in low-carbon economies.