Does Message Framing Influence Corporate Sustainability Reputation?

In an increasingly eco-conscious marketplace where sustainability has become a defining expectation, the ability of companies to effectively communicate their sustainable practices holds implications for corporate reputation and consumer trust. Although the relevance of communication is undisputed, the literature has not yet clarified how consumers react to different types of sustainability messages. We examine how message framing shapes perceptions of sustainability campaigns through a quantitative analysis of survey data from over 300 Italian consumers. This study has practical implications for companies, suggesting reflections on how companies should effectively frame communication messages in digital channels to highlight their sustainability-related efforts.