Effect of Comsumer’s Tea-Drinking Behaviors on Perception, Attitudes, and Purchasing for the Organic Tea
Date Issued
2014
Date
2014
Author(s)
Lu, Yi-Hua
Abstract
The development of Taiwan tea industry has been long history, and tea is an important economic crop in Taiwan. In recent year, people pay more attentions to food safety and conservation, increase use of organic fertilizers, non-pesticide pest control, and organic farming methods. The organic farm produce is getting popular upon consumers. The organic tea has been develop from 1988. However, the organic tea requires long-term operations to have positive revenue, facing lots of challenge, including high-cost input, disease, low yield per unit tea products and the high cost of production from industry to differentiate from conventional tea products.
There’s so many factors affecting consumer’s purchasing behavior, including personality, consuming habits, knowledge and lifestyle. There’s less studies about the relevance between knowledge, attitude and practice of the organic tea, so this study use KAP (Knowledge-Attitude-Practice) model and structural equation model to analysis the relationship between knowledge, attitude and practice about the organic tea.
The empirical results show that we can different consumers to 4 groups, high-drink and high-purchase, high-drink and particular-purchase, mid-drink and mid-purchase and low-drink and low-purchase. The consumers of high-drink and high-purchase and high-drink and particular-purchase is the target consumer of the organic tea. Because of their preference of tea, suggest the industry can expand the point of sale and the tea garden touring to increase the identity of the organic tea and construct the relationship of environmental protection and health-promotion. Thought other groups of consumer has less habit of tea, the attitude of the organic tea still be positive. Suggest the industry can increase the knowledge source to form the positive image of the organic tea and the well word of mouth to increase the willing of drinking and purchasing the organic tea.
We can obviously find that the knowledge of the organic tea has a strong correlation to the attitude of the organic tea and the practice of the organic tea. To increase the knowledge of the organic tea can increase the willing of purchasing the organic tea effective. Suggest the industry can use blog and advertise to spread the knowledge of the organic tea, especially the environmental protection and food safety and conservation.
Subjects
有機茶
消費者行為
KAP模型
結構方程式
Type
thesis
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