The objectives of this study were: 1) to analyze the preference, attitude, and consumer behavior toward black and green tea; 2) to analyze the beverage choice factor and its impact on consumer preference on black and green tea; 3) to analyze the impact of consumer attitudes on consumer preference of black and green tea; and 4) to analyze the impact of consumer preference on black and green tea consumption behavior. This research employed a descriptive approach. The data were gathered using online survey method toward 131 respondents with a requirement of consuming black tea and green tea within the last three months. The data were analyzed with the Partial Least Square analysis using SmartPLS program and Fishbein Multi-Attribute. The result of this study showed that the primary benefit felt by the respondents was that the tea was quenching thirsty and serving freshness. The beverage choice factor had a significant effect on consumer preference while the attitude had no effects on consumer preference. In addition, the consumer preference had a significant effect on purchasing behavior of the green and black tea. The product development which should be performed includes taste and flavor innovation that can offer a benefit of quenching thirsty and serving freshness.
Keywords: attitude, beverage choice factor, preference, purchasing behavior, tea
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).