In recent years, research on green consumption has grown at an exponential rate. Because this field of study has seen such rapid growth, research hotspots have been constantly changing, making it difficult for scholars to keep track of the most current hotspots and trends related to the topic of green consumption. In this study, we employed Citespace, COOC1.9, and SPSS 20 to map knowledge in the field of green consumption and to identify current research preferences, cooperative networks among countries and institutions, and collaborative networks among authors. A total of 2194 papers from the period of 2016–2022, sourced from the Web of Science, were collected as our data sample. The results show that the topic of green consumption has caught the attention of researchers around the world, particularly in some countries with high levels of economic development, for instance, in China, USA, and England. In addition, although there are numerous scholars who have focused on the study of green consumption, currently, there are few efficient and productive authors. Collaborative networks among authors, and cooperative networks among institutions and countries, are all still immature and need to be further strengthened. A principal component analysis (PCA) showed that the existing literature focuses on the following three topics: (1) consumer green behavior, (2) corporate green production, and (3) green marketing in social media. In addition, we conducted a multidimensional scaling (MDS) analysis to verify our results. Finally, we offer some suggestions intended to inform and enrich the field for future researchers.
Creative ads are applied widely in new product marketing. The present research explores the impact of creative ads (divergent vs. relevant ads) on purchase intention for really new products (RNPs) and incrementally new products (INPs). A series of studies conclude that (a) divergent ads are more effective for promoting INPs; (b) relevant ads are more effective for promoting RNPs; (c) self-referencing mediates the joint effect of creative ads and product newness on purchase intention; and (d) there is an inverted-U-shaped relationship between self-referencing and purchase intention for new products. Theoretically, we argue that a moderate amount of self-referencing is particularly desirable – a “Goldilocks region” that produces an optimal level of persuasion. Managerially, we provide guidance to creative ad managers to help reach the “Goldilocks region” when advertising new products.
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