This study examines how message framing can influence the experience of information regarding sustainable consumption and in what ways message framing around sustainable consumption can affect the attitude of the receiver. The study collects inspiration from three waste management campaigns and the message framing used therein to affect individuals. This is a multidisciplinary research paper including information science and behavioral science within the field of sustainable development. The theoretical framework is based upon prior research surrounding message framing in sustainable development and consumption. Furthermore, a theory of dissonance and consonance has been incorporated in order to enable a discussion of attitudinal change. The study utilizes a qualitative approach consisting of five semi-structured interviews with a language analysis method. The results of the study indicate that some combinations of message framing are more likely to drive attitudinal change than others. A combination of personally and negatively framed information generates a dissonance that can motivate changes in an attitude. In order to be successful, message framing within sustainability that incorporates changes to everyday activities needs to keep these changes small with minimal impact on the individual’s lifestyle. In addition framing appealing to a feeling of curiosity is a favorable way to encourage the receiver to learn more. Finally, knowledge of and interest in the subject described in the information are two variables that affect the experience greatly.