As part of an effort to promote the circular economy, an effective marketing communication is needed to convince consumers to choose the environmentally-friendly products. How a marketer frames a communication message, together with a consumer characteristic which shapes how a consumer thinks and feels, should influence consumer perception, as well as their decision regarding the green purchase. There remains a literature gap in this area in which the current research seeks to add its contribution. This paper investigated how message framing and self-construal influences consumer perception in supporting the environment. A 2 (holistic versus analytical message frame) x 2 (independent versus interdependent) self-construal between-subject experiment was designed. The research context is an apparel industry. It was found that independent (vs interdependent) self-construal respondents have higher environmental perception of the product. This surprising result is actually not in line with the hypothesis, yet yields insightful finding that opens up discussion and new avenue for the future research in this area.