Green gas is an attractive option for a local energy transition to combat climate change, notably in rural communities. As local initiatives require local acceptance, the study used a questionnaire methodology to capture opinions and intentions toward green gas in a panel of rural respondents ( N = 403) and evaluated the green gas message framing to help improve communication strategies. This survey experiment used four frames in a 2 × 2 setup: an energy value core frame of responsibility for nature versus autonomy and a focus frame emphasizing the collective ( i.e. , the community) versus the individual (i.e. , the household). Our findings highlight that the association with sustainability proves vital for a positive assessment of green gas, but its affordability is an issue. Moderated mediation analysis showed that subjective knowledge moderates between frames and intentions toward green gas: responsibility for nature contributes significantly, but only in the collective focus frame. These results are valuable in creating effective communication strategies about green gas adoption in the future.