Promoting energy sources as environmentally friendly: does it increase public acceptability?

Abstract Environmental frames are widely used in an effort to increase public support for energy sources the sustainable transition. Research suggests that environmental most effective when they congruent with people’s biospheric values. Yet, this value-congruence account has been mainly tested promoting behaviors, policies or products have clear benefits. But what if do not? For example, promoted as green but not seen such by public? We extend proposing besides congruence between and values, it is important consider how much themselves novel value-frame-product evaluating effectiveness of (versus financial frames) on acceptability typically high, moderate, low friendliness, depending strongly people endorse Overall, results supported none accounts, suggesting matching (and products) values might be less enhancing than previously thought. Instead, framing increased all sources, independent perceived friendliness those sources. Moreover, highly environmentally friendly were more acceptable evaluated positively, especially among who endorsed discuss theoretical practical implications our study.