The Soundtrack of a Generation: a Systematic Literature Review on the Influence of Ambient Music on Generation Z Consumers

Abstract

This systematic literature review explores recent academic insights into the influence of ambient music on the consumption behaviors of generation Z, a demographic characterized by distinct digital habits, emotional responsiveness, and unique preferences in retail and hospitality environments. By synthesizing findings from peer-reviewed studies across marketing, psychology, and consumer behavior disciplines, the paper identifies key dimensions of auditory stimuli—such as tempo, genre, familiarity, volume, and emotional valence—and analyzes their psychological impact on mood, perception, and purchase intentions. Special attention is given to the contextual factors that modulate the effectiveness of music as a background element in consumer spaces. The review offers actionable implications for marketers aiming to optimize the sensory experience for generation Z customers and highlights research gaps regarding the cultural, situational, and technological mediators of music-induced behavioral responses, suggesting avenues for future interdisciplinary exploration.