The article “An alternative view of the millennial green product purchase: the roles of online product review and self-image congruence” by Dr. Nguyen Thi Hoang Yen and Asso. Prof. Nguyen Vu Hung was published in the Asia Pacific Journal of Marketing and Logistics (Emerald Publisher) in March, 2020. This journal is indexed in SSCI.

Source: https://www.emerald.com/insight/content/doi/10.1108/APJML-10-2019-0612/full/html#loginreload

The paper aims to provide an alternative view to green consumption behaviors of millennials, highlighting two constructs, online product review and self-image congruence, as the key antecedents to the behavior among the generation.

An online survey with a sample of 305 millennials in Vietnam was conducted and findings supported the key roles of online product review and self-image congruence among millennials on product purchase intention. The paper includes recommendations for managers to use the online channels and to promote green product self-matching among millennials.