Understanding consumer information processing is fundamental. Previous studies investigated the effect of message framing and self-construal in green consumption using self-reported measures and obtaining contrasting results. This study used the eye-tracking method across two studies to examine the effect of promotion- vs. prevention-framed messages on green consumption. Study 1 confirms that promotion (vs. prevention)-framed information attracts more attention from independent (vs. interdependent) individuals. Moreover, temporal distance strengthens this matching effect (Study 2). Overall, this study uncovers consumers’ processing of messages with different regulatory frames from a visual attention perspective and offers valuable insights about the three-way interaction to promote green consumption.

了解消费者信息处理是基础。以前的研究使用自我报告的措施调查了消息框架和自我建构对绿色消费的影响，并获得了对比结果。本研究在两项研究中使用了眼动追踪方法来检验以促进和预防为框架的信息对绿色消费的影响。研究 1 证实，以促进（相对于预防）为框架的信息吸引了独立（相对于相互依赖）个体的更多注意力。此外，时间距离加强了这种匹配效果（研究 2）。总体而言，本研究从视觉注意力的角度揭示了消费者对具有不同监管框架的消息的处理，并为促进绿色消费的三向互动提供了有价值的见解。