“…Using positive or negative frames, campaign goals are presented to focus attention on either the potential of the entrepreneurial project to provide environmental benefits (a positive frame) or its potential to reduce environmental loss (a negative frame). Message framing has been studied from various perspectives and in different promotional scenarios, including advertising for bank credit cards, mortgages, charitable giving, transport and consumer products (Avineri and Owen, 2013; Chang and Lee, 2009; Das et al , 2008; Dobson and Poels, 2020; Hauff et al , 2014; Nabi et al , 2018; Olsen et al , 2014; Song et al , 2019; Zubair et al , 2020). Nevertheless, research on positive versus negative framing messages within the context of funding activities of green entrepreneurs is limited (Pan et al , 2020; Xu and Huang, 2020), as is research on its application in crowdfunding campaigns.…”