Carbon neutrality has profound implications for sustainable development in China and the world, and pro-environmental behavior of consumers can be an important contribution to achieving carbon neutrality. Based on this, our study explores how information intervention strategies can be taken to guide residents to use environmentally friendly products for waste separation. Four experiments of the research lead to the following conclusions: (a) the negative message framing (vs. positive message framing) has a better effect on the purchase intention of eco-friendly products, and the dual mediating path of perceived value and pro-environmental personal norms (PPNs) explains this effect； ( b) environmental concerns together with perceived value or PPNs play a chain mediating role in the influence of message content on purchase intentions; ( c) individuals’ mindset towards message ( construal level) moderates the mediating role of environmental concerns, such that environmental message (vs. self-message) has better persuasive effect on consumers who has a mind-set at the low level of abstraction. The research explains the differential impacts of message interventions on the purchase intentions of environmentally friendly products through multiple pathways, as well as the matching with individuals. Our findings extend the theory of message intervention and provide effective recommendations for companies to develop marketing strategies for environmentally friendly products.