Materialistic lifestyle, along with the increase in the world’s population, is leading to unlimited hyper-consumption due to raising the global demand for services and goods. Marketing strategies can be acclimatized to offer more viably to the vital segment of buyers by engaging e-mavens, their antecedents of big five personality traits, frugality, and sustainable consumption behavior are needed to comprehend. The study assessed the novel endeavor to exhibit a potential relationship among the big five, e-mavenism, frugality, and sustainable consumption behavior in social networking sites. This body of knowledge adds to comprehend sustainable consumption behavior and fills many gaps by using data from a sample (n = 387) of social networking sites users from China. Causal modeling technique (SEM) is affianced to evaluate the study hypotheses. The data from an online survey disclose a positive association of agreeableness, conscientiousness, extraversion, neuroticism, and openness to experience with e-mavenism. The results affirm that e-mavenism is positively correlated with frugality. Moreover, frugality is vital in the growth of sustainable consumption behavior as well. Eventually, e-mavenism positively influences sustainable consumption behavior. These results enhance understanding of sustainable consumption behavior and provide an opportunity that marketing managers may apply these constructs into their strategies to achieve competitive advantage.

Message framing plays an important role in advertising strategies and has been studied from various perspectives in different behavioral studies. This study employs the event-related potential technique to examine attentional and emotional brain processing as influenced by message framing in the context of green marketing. The behavioral results demonstrated that purchase preference was higher under positive framing compared to negative and neutral framing. As per the event-related potential results, negative framing elicited a larger P1 component, which reveals that in the first stage of processing information, threatening information attracted more attention. In the second and third stage, N170 and P3, respectively, were higher for positive framing, demonstrating that there was more attention toward the processing of non-threatening emotional information. Comparison with existing method: Message Framing has been previously examined with behavioral methods. We for the first time examined it with a neuroscientific method like Event Related Brain Potential technique in a green marketing context. Our results compared to behavioral studies provide stronger evidence from underlying neural perspective for how message framing can be affected by attentional and emotional brain responses in the context of green marketing.