Cultural motives affecting tea purchase behavior under two usage situations in China: a study of renqing, mianzi, collectivism, and man-nature unity culture
Abstract Tea should be perceived more as a cultural product than a fast-moving consumer good with its roots deep in different cultures across nations. Nevertheless, consumer demands on tea have not been explored sufficiently from a cultural perspective. This research aims to examine motives that are...
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Online Access: | https://doi.org/10.1186/s42779-021-00092-6 |
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doaj-9b5a85894e444cd9a24f5bbe84c63f822021-08-15T11:29:09ZengBMCJournal of Ethnic Foods2352-61812021-08-018111010.1186/s42779-021-00092-6Cultural motives affecting tea purchase behavior under two usage situations in China: a study of renqing, mianzi, collectivism, and man-nature unity cultureLingyun Tong0Anne Toppinen1Lei Wang2Department of Forest Sciences, University of HelsinkiDepartment of Forest Sciences, University of HelsinkiCollege of Economics and Management, Zhejiang A&F UniversityAbstract Tea should be perceived more as a cultural product than a fast-moving consumer good with its roots deep in different cultures across nations. Nevertheless, consumer demands on tea have not been explored sufficiently from a cultural perspective. This research aims to examine motives that are driving Chinese tea consumption on two usage occasions, under the influence of the Chinese renqing, mianzi, collectivism, and man-nature unity culture. Linkage was established between Chinese culture and consumer motives. The factor analysis on 280 respondents identified five consumer psychological motives. Further logistic regression analysis suggested consumer motives and usage situations were related. The contribution of the findings is summarized. On one hand, this study adds to the limited understandings on consumer motives of tea in an emerging country from the cultural aspect. On the other hand, deep understandings of brand chasing, sustainability, and pragmatism motives should businesses to better serve consumers.https://doi.org/10.1186/s42779-021-00092-6TeaCulturePurchase behaviorUsage situations |
collection |
DOAJ |
language |
English |
format |
Article |
sources |
DOAJ |
author |
Lingyun Tong Anne Toppinen Lei Wang |
spellingShingle |
Lingyun Tong Anne Toppinen Lei Wang Cultural motives affecting tea purchase behavior under two usage situations in China: a study of renqing, mianzi, collectivism, and man-nature unity culture Journal of Ethnic Foods Tea Culture Purchase behavior Usage situations |
author_facet |
Lingyun Tong Anne Toppinen Lei Wang |
author_sort |
Lingyun Tong |
title |
Cultural motives affecting tea purchase behavior under two usage situations in China: a study of renqing, mianzi, collectivism, and man-nature unity culture |
title_short |
Cultural motives affecting tea purchase behavior under two usage situations in China: a study of renqing, mianzi, collectivism, and man-nature unity culture |
title_full |
Cultural motives affecting tea purchase behavior under two usage situations in China: a study of renqing, mianzi, collectivism, and man-nature unity culture |
title_fullStr |
Cultural motives affecting tea purchase behavior under two usage situations in China: a study of renqing, mianzi, collectivism, and man-nature unity culture |
title_full_unstemmed |
Cultural motives affecting tea purchase behavior under two usage situations in China: a study of renqing, mianzi, collectivism, and man-nature unity culture |
title_sort |
cultural motives affecting tea purchase behavior under two usage situations in china: a study of renqing, mianzi, collectivism, and man-nature unity culture |
publisher |
BMC |
series |
Journal of Ethnic Foods |
issn |
2352-6181 |
publishDate |
2021-08-01 |
description |
Abstract Tea should be perceived more as a cultural product than a fast-moving consumer good with its roots deep in different cultures across nations. Nevertheless, consumer demands on tea have not been explored sufficiently from a cultural perspective. This research aims to examine motives that are driving Chinese tea consumption on two usage occasions, under the influence of the Chinese renqing, mianzi, collectivism, and man-nature unity culture. Linkage was established between Chinese culture and consumer motives. The factor analysis on 280 respondents identified five consumer psychological motives. Further logistic regression analysis suggested consumer motives and usage situations were related. The contribution of the findings is summarized. On one hand, this study adds to the limited understandings on consumer motives of tea in an emerging country from the cultural aspect. On the other hand, deep understandings of brand chasing, sustainability, and pragmatism motives should businesses to better serve consumers. |
topic |
Tea Culture Purchase behavior Usage situations |
url |
https://doi.org/10.1186/s42779-021-00092-6 |
work_keys_str_mv |
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