Logo image
Back
CONSUMER ACCEPTANCE FOR GREEN TEA BY CONSUMERS IN THE UNITED STATES, KOREA AND THAILAND
Journal article   Open access   Peer reviewed

CONSUMER ACCEPTANCE FOR GREEN TEA BY CONSUMERS IN THE UNITED STATES, KOREA AND THAILAND

J. Lee, E. Chambers, D. H. Chambers, S. S. Chun, C. Oupadissakoon and D. E. Johnson
Journal of sensory studies, v 25(s1), pp 109-132
01 Jul 2010
DOI: https://doi.org/10.1111/j.1745-459X.2010.00287.x
Featured in Collection :   UN Sustainable Development Goals @ Drexel
url
https://doi.org/10.1111/j.1745-459x.2010.00287.xView
Published, Version of Record (VoR)Maybe Open Access (Publisher Bronze),  Open
url
https://doi.org/10.1111/j.1745-459X.2010.00287.xView
Published, Version of Record (VoR) Open

Abstract

Food Science & Technology Life Sciences & Biomedicine Science & Technology
Green tea consumption has been common in some countries for centuries, but in others, it is just finding popularity. The objectives of this study were to (1) determine the liking of green tea by consumers in three countries: Korea, where green tea is commonly consumed; Thailand, an Asian country where green tea is generally consumed in a cold form; and the U.S.A., a country where green tea is not commonly consumed, and (2) identify the attributes which appear to influence consumers' liking. The liking of green tea varied depending on the country and the consumer segment. Korean consumers generally liked the green tea samples with various green flavors and moderate bitterness, although a few of the Korean consumer segments liked samples with other flavor profiles. Most of the U.S. consumers liked the tea samples that had brown, fruity or sweet aromatic flavors with little or no green flavors. Thai consumers preferred tea samples with fruity flavors and no green flavor. Regardless of the consumers' origin, the green tea samples with the highest bitterness were disliked. PRACTICAL APPLICATIONS The current research suggests that familiarity plays a role in tea acceptance. However, various flavor profiles may be acceptable to consumers who are from different countries and are familiar with other flavors of green tea. This suggests that although familiarity plays a role in consumers' acceptance, other factors also contribute to liking. This study has particular implications for the selection of mass-marketed green teas.

Metrics

16 Record Views
58 citations in Web of Science
54 citations in Scopus

Details

UN Sustainable Development Goals (SDGs)

This publication has contributed to the advancement of the following goals:

#3 Good Health and Well-Being

InCites Highlights

Data related to this publication, from InCites Benchmarking & Analytics tool:

Collaboration types
Domestic collaboration
International collaboration
Web of Science research areas
Food Science & Technology
Logo image