Growing concerns about environmental sustainability are driving companies to develop various eco-friendly products in the market. Eco-friendly products could be divided into recycling products which refer to simple recycling of products, and upcycling products which add additional values beyond simple recycling. Despite the increased interest in eco-friendly products, researches on effective marketing communication for eco-friendly products are insufficient. Therefore, this research examines the interaction effect between eco-friendly product types and message framing on attitude toward advertisement and products. Study 1 showed that participants showed a more positive attitude toward advertisements and products for recycled products when presented with prevention framing messages (vs. promotion framing messsages), whereas for upcycling products, participants showed a more positive attitude toward when presented with promotion framing message (vs. prevention framing message). In addition, the process fluency and fit (feeling right) mediates these effect (Study 2). Based on the results, the research provides theoretical implications, practical implications, and the directions for future research.