The present study is a positive research on the life style of green tea consumers, and its objectives are as follows. First, it analyzes positively the relationship of the rate of green tea drinking with demographic variables that influence the rate of green tea drinking. Third, based on these analyses, it provides basic information for establishing efficient marketing strategies in the green tea market. The results of this study are as follows. First, with regard to the relationship with demographic variables, the rate of green tea drinking showed a significant difference according to gender, academic qualification and job, but not according to age, income level and marital status. Second, with regard to the relationship with life style variables, the rate of green tea drinking showed a significant difference according to dietary habit. cultural life, the use of media and personality, but not according to clothing habit. housing habit, shopping style and social value system.
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