Because of the significant increase in coffee consumption, this study examined the changes in green tea consumption and the effects of tea-culture awareness on green tea consumption among Korean university students. This study is based on surveys of 335 university students over a two year period from 2010 to 2012. The survey assessed the preferred beverages of university students, the amount of green tea consumed per month, awareness of green tea plantation areas, encounters with tea culture and the awareness of tea culture countries. The results suggest that there has been a significant decrease in green tea consumption among Korean university students. In addition, there has been significant improvement in university students’ awareness of tea plantation areas and traditional tea culture encounters on TV/movies. A positive correlation was observed between tea culture awareness and green tea consumption. On the other hand, the effect has decreased over the two-year period. Overall, the changing consumption patterns warrants the development of newer brand images of green tea to appeal to university students.
Abstract
서론
이론적 배경
연구방법
연구결과
결론
참고문헌
(0)
(0)