With a looming energy crisis, energy conservation and attention to environmental problems are warranted. The transport sector experiences great challenges to introduce more environmental friendly renewable energy like biofuels. The majority of the Belgian people are asking for more information about this issue. Because individuals are sensitive to how information is presented, the choice of the message frame can significantly influence attitudes and behavioural intention. Because of the strengthening effect on both concern and PCE, our findings suggest that for the prevention of energy and environmental problems and the promotion of a more sustainable and environmental friendly energy consumption not the gravity of these problems and the possible disadvantages but the possibilities to overcome these problems (e.g. reduction of energy use, environmental friendly energy sources) have to be stressed. Men, higher educated people, people between 35 and 54 years old and people with the most pro-environmental attitude are less affected by the message frame, while the choice of the frame is more important when addressing women, people younger than 35 and older than 55 years, lower educated and less pro-environmental people. (c) 2010 Elsevier Ltd. All rights reserved.