Abstract
Amid the expanding green consumer market, companies are increasingly emphasizing their eco-friendly contributions in advertising. This study delves into the value delivery process within green consumption, guided by the service-dominant logic (S-D logic). A survey-based experiment with 589 responses reveals that the information frame in advertising significantly impacts consumer value perceptions and purchase intentions. Notably, the temporal frame of advertising plays a pivotal role, influencing consumers' value perceptions. Future framing enhances emotional value perceptions, while past framing promotes environmental value perceptions. This research enhances our understanding of value delivery mechanisms in green consumption and holds valuable implications for marketers of sustainable products.