This study focuses on self-efficacy as a potential moderator of the effects of gain-and loss-framed health messages. Undergraduate students (N = 124) received a gain-or loss-framed message about consuming ecological meat. The data revealed that for participants high in self-efficacy, the gain-framed message resulted in consuming more ecological meat than the loss-framed message. Moreover it was found that - within the gain-frame condition -participants low in self-efficacy scored higher on measures of defensive processing than participants high in self-efficacy. This study provides further evidence for the role of self-efficacy as a potential moderator of the effects of framed health messages.