Factors influencing the purchasing decisions of Gen Z consumers in Ho Chi Minh City regarding nutritional ready-to-drink beverages
Published: July 29, 2026
Abstract
This study investigated the factors influencing the purchasing decisions of Gen Z consumers in Ho Chi Minh City regarding nutritional ready-to-drink beverages. The findings revealed that eight of nine proposed factors significantly impact purchase intent. These factors are health value, interest in nutritious food, corporate social responsibility, subjective norms, product quality, brand perception, media channels, and awareness behavior control.
Keywords
Gen Zready-to-drinkbeveragesHo Chi Minh City
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