PHNOM PENH – In Phnom Penh, coffee has become more than just a drink. It is a part of the culture. The city's coffee market is expected to grow at a rate of 8.16 percent per year, hitting $7.55 million by 2029.

It is clear that young adults love coffee. As coffee culture grows, the reasons people drink it in the ways they do reveal interesting things about how urban Cambodians' lives are changing.

Cambodia's coffee business is doing very well, even though it is still quite new. Cambodia does not produce much coffee, mostly robusta beans from areas like Mondulkiri. But the country's demand for coffee is greater than its supply. 

The gap is filled by imports from neighboring countries like Vietnam and Thailand. The capital alone has over 800 coffee shops, ranging from small street vendors to well-known foreign chains such as Starbucks. This ever-changing group of coffee shops has something to offer for every taste, every budget and every way of life.

But why do young people in Phnom Penh love coffee so much? A recent study looked at the key things that make young people drink coffee, including brand image, price, taste, and atmosphere. The results show how these factors influence people's actions, from their first thoughts about buying to their final choice.

Company image is crucial in getting people to buy in an increasingly competitive market. According to the study, young Cambodians think of trustworthy and high-quality coffee brands when they want to buy something. 

This makes them feel better about their choices. This aligns with global trends, which say that a strong brand image makes the risks seem smaller. In Cambodia, however, 96.62% of businesses are single-owner operations, while the rest are part of more prominent brands. 

There is brand loyalty but so many independent coffee shops show that young people are also willing to try new things, especially those that offer a unique experience or a personal touch.

For young adults in Phnom Penh, many of whom are studying or newly employed and earning low wages, affordability is still very important. The study found that while price has a big impact on people's purchase plans, it does not have as big an impact on their final choice as other factors like taste do. 

This means that people are more concerned about the value of the balance between price and quality than they are about price alone. Many people feel it is okay to pay more for a better cup of coffee as long as it meets their standards.

Of all the things that influence coffee consumption, taste stands out as the most important. Taste is what attracts young customers and keeps them coming back for more. It could be the strong aroma of a well-brewed espresso or the smoothness of a caramel latte. 

This choice shows the importance of good beans and skilled baristas in keeping customers coming back. In Phnom Penh's competitive market, coffee shop owners may have to spend money on new flavors and consistent quality to succeed.

A coffee shop's architecture, layout, lighting, and even background music have a profound effect on people's behavior. 

Coffee shops in Phnom Penh are more than just a place to get a quick caffeine fix. They are also meeting places for friends, places to do school work, and places of work for freelancers.

The study found that atmosphere is a good predictor of purchase intent, but the effect is different for each person. For a student on a tight budget, a functional space with inexpensive options may be all they need. On the other hand, a young professional may be looking for a stylish space that will enhance their social standing.

Things like brand image, price, taste and atmosphere influence purchase intention. But the study found that intention itself has a big impact on actual purchase decisions. 

To put it more simply, when young Cambodians decide that they want to buy coffee, they are acting on their intention, which is shaped by these external forces. This shows how important it is to understand how people think and feel and to use that to create marketing plans that work with what they want to achieve.

Phnom Penh's growing coffee culture has the potential to benefit and impact people who have a stake in the city. For local farmers, there is an untapped opportunity to do more coffee farming to meet the demand in their own country. 

If the government could help promote sustainable farming practices and improve infrastructure, Cambodian entrepreneurs could rely less on imports. But coffee shop owners face stiff competition. They must focus on quality, price and customer experience.

For young people in Cambodia, coffee is more than just a beverage. It symbolizes progress, self-confidence and a connection to global trends. As the city grows, coffee culture is likely to become more established. 

The Cambodian government should explore more potential areas or provinces to increase coffee production while encouraging Cambodian entrepreneurs to invest in these regions. This could be a beneficial policy to improve residents' livelihoods in coffee-producing areas, increase family incomes and reduce reliance on imports from neighboring countries.

Mom Mit is a Ponlok Chomnes Research Fellow at the Center for Khmer Studies. He earned a master’s degree from the Financial University under the Government of the Russian Federation. This article is part of a research journal and was originally published by Srawung: Journal of Social Sciences and Humanities.