The fashion industry is known to be one of the most polluted industries in the world. To date, it is crucial to minimize its impacts and change the modern fashion consumption. Sustainable fashion can be defined as a system that promotes ecological integrity, social quality, and human flourishing through products, action, relationships, and practices of use (Fletcher, 2013). There is still, to date, a lack of efficiency in advertising and marketing sustainable fashion (Boyd, 2010; United Nations Environment Program, 2005).

Framing message can significantly influence how a problem is perceived and how alternative decisions are evaluated. Many environmental situations such as pesticides, climate change, and animal protection have been framed both positively (focused on the gains) and negatively (focused on the losses; Davis, 1995). According to Tversky and Kahneman (1981), framing a decision problem with a "gain versus loss" approach will make people exhibit loss aversion. Moreover, positive psychology suggests that positive emotions create associations that build increased receptiveness to new ideas, possibilities, and interpretations (Fitzpatrick and Stalikas, 2008). This implies that positively framed marketing messages could create positive emotion to facilitate desired behavioral change (Harris & Harrison, 2012). Indeed, Hwang, Youngji, Sonali, & Karpova (2016) reported a positive influence on consumers to purchase products by reminding them of the intrinsic rewards of the products social attributes. As a result, positive framing message seems to be a strong marketing tool, which can help promoting sustainable fashion.