I am worth more than you think I am: Investigating the effects of upcycling on event attendees' recycling intention

•Message framing effects in promoting recycling behaviors was investigated.•Product transformation salience (PTS; upcycling/recycling) influence persuasiveness.•PTS and gain/loss-framed message jointly influence persuasiveness.•Joint effects between PTS and gain/loss message varies by anthropomorphism levels.•Mediating role of perceived tangibility of recycling benefit was confirmed.