Green tea quality attributes: a cross-cultural study of consumer perceptions using importance–performance analysis (IPA)

ABSTRACT

This study examined consumer perceptions about green tea quality attributes and consumers’ green tea consumption behavior within major green tea-producing and consuming countries including China, Japan, and Korea. Five factors of green tea quality attributes were revealed through the exploratory factor analysis and were analyzed using importance–performance analysis (IPA). Safety, health, and sensory factors perceived by Chinese consumers as being important and well-performed were positioned in the “Keep Up the Good Work” quadrant. Safety and sensory factors were perceived by Japanese and Koreans as being important, but were less-performed and were placed in the “Concentrate Here” quadrant. Japanese and Koreans considered the health factor as less important and less well-performed and were positioned in the “Low Priority” quadrant. The price/utility and production factors were less important by all consumers. Chinese consumers perceived all five factors as performing very well. However, Japanese and Koreans perceived other factors as performing less acceptable except for the production factor for Korean respondents and the price/utility factor for those Japanese respondents. The production factor was the most influential for drinking frequency and spending for green tea in all three countries, also for the amount purchased by Chinese and Japanese consumers.

KEYWORDS:

• Green tea
• quality attributes
• consumption behavior
• Chinese, Japanese and Korean green tea consumers
• IPA