The aim of this study is to analyze the difference between the generations of middle-aged women and female college students by comparing their consumption characteristics of green tea. A total of 350 samples were collected for questionnaire survey. The major results of this study can be summarized as follows: First, between the generations, green tea consumption behavior revealed differences in the type of green tea drunk, the amount of green tea drunk, the time when the green tea is drunk during a day, the company with whom they drink their green tea, the place where they purchased their green tea, and factors that influenced their choice of green tea. Second, convenience of green tea consumption showed difference in such areas as personal relationships, promotion of learning, and psychological stability between the generations, with the generation of middle-aged women pursuing convenience more than the generation of female college students. Third, both the generation of middle-aged women and the generation of female college students revealed differences in the convenience of green tea consumption depending on the degree of green tea drinking.
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