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This study measured influencer characteristics, consumer emotions, self-construal, and behavioural intentions of Gen Z consumers for selecting fast-food restaurants in India. A consumer behaviour model was conceptualized based on established theories.

A cross-sectional design was employed for hypothesis testing. Influencer characteristic perceptions, consumer emotions, self-construal, and behavioural intentions were measured for Gen Z consumers in Tier 1 cities in India using structural equation modelling.

Influencer characteristics significantly influenced behavioural intentions, consumer emotions, and self-construal in Gen Z consumers. Self-construal was also a significant predictor of behavioural intentions. Consumer emotions had a negative effect on behavioural intentions. Self-construal was a mediator between influencer characteristics and behavioural intentions and between consumer emotions and behavioural intentions. However, consumer emotions did not mediate the relationship between influencer characteristics and behavioural intentions.

Marketers can leverage these insights to design influencer campaigns that resonate with the emotions and self-construal of Gen Z consumers. Microinfluencers with characteristics that align with the target demographic’s emotions and self-perception can be strategically chosen.

Only a limited number of studies have investigated the influence of social media marketing on consumer behaviour within the fast-food industry, specifically with Gen Z consumers. This study sheds new light on the behavioural intention of Gen Z consumers predicted through influencer characteristics, consumer emotions, and self-construal through a conceptual model. The results support choosing microinfluencers and investing in them judiciously to promote fast-food businesses.

To be green creative is to come up with fresh, original and practical ideas for green products, green services, green processes or green activities. The purpose of this study is to provide a comprehensive overview of green creativity (GC) research by tracing the development of important theories, contexts, characteristics and methodologies (TCCM), and to illustrate how they relate to one another based on the systematic review and analysis of the existing literature relevant to GC from 2013 to 2023.

The research takes a methodical, structured approach to its literature evaluation, identifying prior contributions and offering frameworks for future study.

This research aims to highlight the challenges associated with planning, developing and implementing GC to realize the firm’s strategic and operational goals. Comprehensive networks, important countries, notable authors, key TCCM are provided by a TCCM and bibliographic analysis of the current GC literature.

The research addresses the concerns of managers across all types of entities and fills in the gaps, such as the skewed focus on GC’s applicability in large businesses and developing countries, as well as the limitations of a single-level analysis.

The research as a whole provides the taxonomy, utilization and mapping of logical concepts that strengthen GC. The study also highlights areas where more research is needed and where gaps and unresolved tensions remain. By delving into the nature of knowledge, the authors can better understand the factors that will ultimately shape the scope of future studies.