<p>Household pharmaceutical waste (HPW) poses a significant environmental and health threat due to the presence of active pharmaceutical ingredients, such as antibiotics and hormones, as well as heavy metals like lead and mercury. While centralized recycling and chemical processing systems offer safe and effective solutions for HPW management, public participation in these initiatives remains low. This lack of engagement can be attributed to insufficient information about the HPW recycling process, leading to confusion and uncertainty regarding appropriate disposal methods. This study investigated the factors influencing households’ willingness to recycle HPW and their gaze behavior, utilizing the information adoption model and message framing. Eye-tracking experiments were conducted with 74 participants to analyze their visual attention and recycling intentions in response to various message types. Findings revealed that message source and temporal framing significantly affected households’ recycling intentions and visual attention. Messages from official sources and those emphasizing short-term benefits were more effective in capturing visual attention and encouraging recycling compared to messages from unofficial sources or those focusing on long-term benefits. Interestingly, no significant differences in visual attention or recycling intentions were observed between gain-framed and loss-framed messages. This study provides valuable insights into the visual processing of messages and the decision-making processes involved in pro-environmental behavior. By understanding how message framing and source credibility influence public perception, we can develop more effective communication strategies to promote HPW recycling and contribute to a healthier environment.</p>