The purpose of this study is to explore gain and loss framed messages in shaping consumer’s perceptions of eco-friendly activities. In promoting eco-friendly behaviours, the efficacy of gain and loss-framed messages remains a topic of keen interest. Using qualitative methods, this study explores the nuances of how such messages influence consumer perceptions. Semi-structured interviews were conducted, offering a flexible yet structured approach to data collection. Thematic analysis was used to unravel recurring patterns and insights, revealing the motivational impact and emotional resonance of these messages. The findings underscore the significance of well-crafted gain and loss-framed messages in motivating eco-friendly behaviours. By striking a balance between positive and negative emotional appeals and offering actionable solutions, effective communication strategies can engage individuals and drive meaningful change. Nonetheless, continual evaluation and refinement of these strategies are imperative to address evolving societal attitudes and environmental challenges.