The Factors Influencing the Export Activities of Coffee Products: A Typical Study in the Export of Vietnamese Coffee to the EU Market

Objective: With the rapid growth of international business activities and globalization, exports play a crucial role in determining the survival and growth of enterprises. Although coffee is not a necessity, it is always considered one of the potential industries for sustainable development and export. In Vietnam, coffee is one of the key export commodities and the second-largest agricultural export. Theoretical Framework: The study uses linear regression models to test the proposed research hypotheses. Method: The study uses SPSS software to test the hypotheses. The study uses ANOVA indexes and regression coefficients to evaluate the indicators. Results and Discussion: The coffee industry plays a significant role in the national economy, and the development of coffee export production has, is, and will continue to contribute greatly to the Vietnamese economy. Research Implications: The EU is a large coffee consumption market, accounting for about one-third of global consumption. From 2010 to 2023, the EU coffee market remained stable, with slight growth at an average annual rate of 0.3% in volume. Originality/Value: The signing of the Free Trade Agreement between Vietnam and the EU also opens greater opportunities for Vietnamese coffee exports to this market. With the commitment to eliminate tariffs under the EVFTA, Vietnamese coffee exported to the EU will have 93% of tariffs reduced to 0% immediately upon the agreement taking effect.