Developing persuasive advertising messages is crucial in ensuring the success of the hotel’s green practices. With the objective of getting further insights into marketing tactics that promote pro-environmental behaviour in Australia, this research aims to examine the pictorial representations impact on consumers’ purchase intention in the green hotel setting. By using the Theory of Planned Behaviour (TPB), the study employed an online survey to collect data from Australian lodging customers. Moreover, the study used contrasting advertising images focusing on either the positive or negative environmental impacts of green hotels. The results indicated that positively framed images related to the hotels’ environmental preservation actions induced consumers’ purchase intention, rather than negatively framed images that reflect the environmental pollution of these hotels. Additionally, the TPB could well predict Australians’ purchase intentions. The research broadens the knowledge about consumer behaviour in the green hotel context, which may possibly benefit hotel management in planning and practice.