What Are the Criteria for Young People to Choose Plastic Bottle Tea?

Conference: The Asian Undergraduate Research Symposium (AURS2021)
Title: What Are the Criteria for Young People to Choose Plastic Bottle Tea?
Stream: Economics and Business Studies
Presentation Type: Virtual Poster Presentation
Arisa Miyagawa, University of Ritsumeikan, Japan
Hirotaro Ishizaki, University of Ritsumeikan, Japan
Yujeong Chang, University of Ritsumeikan, Japan


This study explores the influencing factor on purchase behavior in the plastic-bottled tea market, which is considered a promising market for Japanese tea. According to the Tea Situation released by the Ministry of Agriculture, Forestry and Fisheries in May 2016, the consumption of leaf tea in Japan significantly decreased, while the consumption of plastic-bottled tea was on the rise.
From the perspective of the future potential of the market, the focus of our research is to identify the criteria young people use to choose plastic-bottled tea for daily consumption. According to Murakami (2016), plastic-bottled tea was the most preferred form of green tea drinking among university students in Japan. By identifying the characteristics of the plastic-bottled tea products, including green tea, selected/preferred by university students in Japan, we are exploring the major factors responsible for the sales of plastic-bottled tea in the youth market. To achieve this research objective, we use a questionnaire survey on the selection criteria of plastic-bottled tea among university students in Japan to analyze the consumer behavior. We are planning to conduct small-scale qualitative research as needed. Detailed results will be presented in the poster session. We understand that the outcome of our research cannot be generalized to different markets. Furthermore, it is not enough to discuss the transformation of consumer awareness and behavior with the development of social movements such as the SDGs. Both of those issues are challenges for the future.

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