This paper aims to develop a conceptual framework for the evaluation of other-projected environmental image in an international context. It is based on a case study of an Australian projection of China’s environmental image. By conducting inductive framing analysis and inductive content analysis, the research analyses 315 articles from two of the most important broadsheets in Australia — The Australian and The Sydney Morning Herald, from the year 2000 to 2011, and focuses on three special events. The findings reveal four generic frames — environmental problems, environmental governance, global role, and international cooperation and other issue-specific frames. The research is a first try at conceptualizing a framework for other-projected environmental image.