Framing sustainability: brand relationships and purchase intentions in the electric vehicle industry

Purpose This study examines how sustainability message frames and consumers' sustainability attitudes influence brand relationships and purchase intentions in the electric vehicle (EV) industry. Design/methodology/approach A 4 (message type: control, economic, social, environmental) × 3 (sustainability attitude: negative, neutral, positive) between-subjects experiment was conducted with a nationally representative US sample (N = 1,532). Participants viewed a mock Instagram post and completed mea