COFFEE CONSUMPTION OF VIETNAMESE GEN Z: A REVIEW OF PREFERENCES, EXPERIENTIAL ENVIRONMENTS, AND SUSTAINABILITY AWARENESS

Abstract

This review synthesizes global and Vietnamese research on Gen Z’s coffee consumption behaviors, identifying a clear shift from traditional values toward personalized experiences and sustainability-oriented choices. Drawing upon experiential marketing, multisensory marketing, and sustainable consumption theories, the study proposes a conceptual framework linking three key drivers: multisensory marketing, experiential environment, and sustainability awareness to emotional engagement and consumption decisions. Findings reveal that Gen Z values convenience-oriented products (e.g., cold brew, ready-to-drink coffee), aesthetic and interactive café spaces, and transparent supply chains with ethical and eco-friendly practices. Social media influence plays a pivotal role in shaping preferences, driving demand for visually appealing and trend-based beverages. The review highlights the strategic importance for coffee brands to innovate in product design, sensory engagement, and sustainability integration to meet Gen Z’s expectations. Future research should employ empirical testing with segmented Gen Z cohorts to refine and validate the proposed framework.