The aims of the present study were: (a) to analyze the advertising message of renewable energies using eye-tracking technology, based on differences in the level of attention captured according to message valence (positive, neutral and negative) and the message framing; and (b) to evaluate the moderating role of consumers’ level of environmental concern and their self-regulatory focus. The results demonstrate differences in the time taken for low-elaboration stimuli to start to take effect for participants with high and low concern for the environment. It is also found that negative text-based advertisements are the most effective at attracting attention. In general terms, participants with the greatest concern for environmental matters tend to focus more quickly and more frequently on these negative stimuli, which require a greater degree of elaboration. The study also presents interesting recommendations for the development of awareness-raising campaigns about renewable energy.