ABSTRACT In the context of rapid digital transformation, Generation Z, as digital natives, seeks AI‐driven personalized experiences that align with ESG values, yet how they perceive this integration remains underexplored. This research adopts a quantitative design, with 538 survey responses collected from young participants in Can Tho City, Vietnam, utilizing an online questionnaire disseminated through Google Forms. The acquired data was coded and processed in Microsoft Excel before being analyzed using SPSS and AMOS. Analytical approaches include Cronbach's alpha, EFA, CFA, SEM, independent sample t ‐tests, one‐way ANOVA, and descriptive statistics. Theoretically, the study draws upon and contrasts the UTAUT and TPB models to establish general principles, which are subsequently tested with empirical data. The results highlight key SEM findings, including the significant effects of personalization ( β = 0.312, p < 0.001) and brand love ( β = 0.411, p < 0.001) on customer experience. The findings contribute to enhancing customer experience personalization for businesses while effectively integrating ESG values into marketing strategies. Furthermore, the research provides implications for educational initiatives aimed at raising awareness and fostering responsible consumption behaviors among Generation Z.
Cao et al. (Wed,) studied this question.