The results show that positive framing (focusing on the advantages of the green product)
works best for environmentally conscious consumers while negative framing (focusing on avoiding
the disadvantages of the non-green product) works best for less environmentally conscious consumers.
Additionally, subtractive price framing which focuses on the discount consumers would pay for the
non-green product alternative results in a higher green premium than additive price framing which
focuses on the additional price consumers would pay for the green choice, and especially so for less
environmentally conscious consumers.