An alternative view of the millennial green product purchase: the roles of online product review and self-image congruence

Purpose The paper aims to provide an alternative view to green consumption behaviors of millennials. In fact, studies on green consumption have usually assumed a common attitude-behavior model for different generations. Instead, the view in this paper highlights two other constructs, online product review and self-image congruence, as the key antecedents to the behavior among the generation. Design/methodology/approach To test our proposed model, an online survey with a sample of 305 millennials in Vietnam was conducted. The sample shares similar demographic features with the millennials in the country. The data were collected in popular social networks and then validated before being analyzed with AMOS. Findings The model analysis results provided supports for the key roles of online product review and self-image congruence among millennials. In particular, online product review was found to have both direct and mediational impacts on green product purchase intention. Self-image congruence was also found to be a key antecedent to the intention. Originality/value This paper fills an identified gap to provide an alternative view to green consumption behaviors of millennials. Different from the common attitude-behavior view in green consumption research, two key constructs of online product review and self-image congruence are highlighted for the generation in this paper.

Automated summary

This paper provides an alternative view on green consumption behaviors of millennials by highlighting the key roles of online product review and self-image congruence. The research conducted an online survey with a sample of 305 millennials in Vietnam, validating and analyzing the data with AMOS to support the findings. The study fills a gap in the literature by proposing a different perspective on green consumption behaviors of millennials.