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-...
<p><strong>Tác giả:</strong> Nguyễn Bá Thanh, Nguyễn Thanh Danh</p>
<p>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 consump...</p>
<p>📄 DOI: <a href="https://doi.org/https://doi.org/10.46242/jstiuh.v80i2.5894" target="_blank" rel="noopener">https://doi.org/10.46242/jstiuh.v80i2.5894</a></p>
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