JAFT • pISSN 2355-9152 • eISSN 2614-7076 • Member of CrossRef®

DOI: https://doi.org/10.17728/jaft.29620

Green Tea Consumer Preferences: Consumption Patterns and Influencing Factors in Banyumas Regency, Central Java

*Muthia Auralia orcid  -  Department of Agricultural, Faculty of Animal and Agricultural Sciences, Universitas Diponegoro, Indonesia
Hega Bintang Pratama Putra  -  Department of Agricultural, Faculty of Animal and Agricultural Sciences, Universitas Diponegoro, Indonesia
Rangga Wasi Hastrawirid  -  Department of Global Agricultural Sciences, Graduate School of Agricultural and Life Sciences, The University of Tokyo, Bunkyo-ku, Japan, Japan
Open Access Copyright 2025 Journal of Applied Food Technology

Citation Format:
Abstract

Individuals consume green tea according to their needs and desires. Product evaluations reflect consumer preferences and influence consumer attitudes. The purpose of this study was to examine consumer characteristics, and identify factors influencing consumer preferences for green tea. The study location was Banyumas Regency, Central Java, from June to July 2025. This study used a survey method with a sample selected through multistage random sampling. Respondents consisted of 120 green tea consumers. Data analysis used descriptive analysis and principal component analysis (PCA). The results showed that most green tea consumers were women of various ages. Furthermore, married consumers purchased green tea to share with their families. Most consumers had a bachelor's degree and earned more than IDR 3,500,000. Regarding consumption habits, on average, individuals drank green tea once a day with breakfast. The average monthly consumption was 50 grams, which they shared with their families. Green tea was usually purchased once a month at supermarkets, with an average of 50 grams. Preference for green tea was shaped by three main factors: the value attached to tea (character), appearance (identity), and product image.

Fulltext View|Download
Keywords: Green tea; Consumer Preferences; Consumption Patterns; Influencing Factors; Principal Component Analysis

Article Metrics:

Article Info
Section: Research Articles
Language : EN
Recent articles
A Systematic Review of Food Safety Risks in Plant and Seaweeds as Emerging Alernative Protein Sources A Bibliometric Review of Tempeh Research: Trends, Collaborations, and Emerging Themes (1928–2025) Sustainable Marine Macroalgal Polysaccharide Films and Coatings: Toward Active and Intelligent Food Packaging System Cellulase-Assisted Enhancement of Phenolics in Black Glutinous Rice Tape: An RSM Optimization Study Physicochemical Quality and Antioxidant Enhancement of Jack Bean Sauce with Pineapple Extract Addition and Different Fermentation Time Evaluation of Effects of Specific Bioactive Compounds in Plant, Propolis and Bee-Pollen on Crohn’s Disease: A Food Nutrition Approach More recent articles
  1. Auralia, M., Mulyo, J.H., Suryantini, A. 2023. The Factors Influencing Tea Consumers’ Attitude in Banyumas Regency. Jurnal Manajemen dan Agribisnis. Graduate Program of Management and Business, Bogor Agricultural University. DOI: 10.17358/jma.20.2.267
  2. Auralia, M., Mulyo, J.H., Suryantini, A., Firdauzi, A., Megayana, P. 2025. Understanding Tea Consumer Loyalty in Banyumas: A SEM Analysis of Attitudes, Decisions, and Satisfaction. Agrisocionomics: Jurnal Sosial Ekonomi Pertanian 9(3): 580–594. DOI: 10.14710/agrisocionomics.v9i3.27278
  3. Auralia, M., Sumanto, B., Wijayanti, I.K.E. 2023. Pola Konsumsi dan Komponen yang Dipertimbangkan oleh Konsumen Teh Hitam dan Teh Hijau Di Kecamatan Purwokerto Selatan. SEPA: Jurnal Sosial Ekonomi Pertanian dan Agribisnis 20(2): 214. Universitas Sebelas Maret. DOI: 10.20961/sepa.v20i2.58512
  4. Baca, G., Reshidi, N. 2025. Green Branding and Consumer Behavior, Unveiling the Impact of Environmental Marketing Strategies on Purchase Decisions. Business Strategy and the Environment 34(3): 3701–3713. DOI: 10.1002/bse.4172
  5. Bamgbose, O.A., Aigbavboa, C.O., Ogunbayo, B.F. 2024. Barriers to Building Information Modelling Adoption in Small and Medium Enterprises: Nigerian Construction Industry Perspectives. Buildings 14(2): 538. DOI: 10.3390/buildings14020538
  6. Bühlmeier, J., Frölich, S., Ludwig, C., Knoll-Pientka, N., Schmidt, B., Föcker, M., Libuda, L. 2022. Changes in patterns of eating habits and food intake during the first German COVID-19 lockdown: results of a cross-sectional online survey. European Journal of Nutrition 61(6): 3293–3306. DOI: 10.1007/s00394-022-02919-7
  7. Chen, C., Zhou, Q., Tian, T., Yu, H., Xu, Z., Tian, H., Yuan, H. 2024. Interactions among key aroma compounds and the influence of taste substances on aroma perception in Gouda cheese. LWT 207 116670. DOI: 10.1016/j.lwt.2024.116670
  8. Chen, F., Cai, L., Liu, F.-P., Lin, L.-S., Huang, J.-F., Zheng, X.-Y., Yan, L.-J., et al. 2017. Tea consumption and its interactions with tobacco smoking and alcohol drinking on oral cancer in southeast China. European Journal of Clinical Nutrition 71(4): 481–485. DOI: 10.1038/ejcn.2016.208
  9. Chovanová, H.H., Korshunov, A.I., Babčanová, D. 2015. Impact of Brand on Consumer Behavior. Procedia Economics and Finance 34 615–621. DOI: 10.1016/S2212-5671(15)01676-7
  10. Chrysochou, P., Tiganis, A., Trabelsi Trigui, I., Grunert, K.G. 2021. A cross-cultural study on consumer preferences for olive oil. Food Quality and Preference 97 104460. DOI: 10.1016/j.foodqual.2021.104460
  11. Dowling, K., Spann, M., Guhl, D., Yegoryan, N., Klapper, D., Stich, L. 2019. Behavioral biases in marketing. Journal of the Academy of Marketing Science 48(3): 449–477. DOI: 10.1007/s11747-019-00699-x
  12. Ghozali, L. 2018. Aplikasi Analisis Multivariate dengan Program IBM SPSS 25. Semarang: Badan Penerbit Universitas Diponegoro
  13. Hirono, H., Yamashita, S., Hirono, Y. 2024. Influence of steaming duration, chlorophyll-a and -b content and ratio, and pH on the color of green tea processed from multiple tea (Camellia sinensis L.) cultivars. Journal of the science of food and agriculture 104(15): 9410–9422. DOI: 10.1002/jsfa.13763
  14. Ho, K.K.H.Y., Ferruzzi, M.G., Neilson, A.P., Haufe, T.C. 2018. Production and Polyphenolic Composition of Tea. Nutrition Today 53(6): 268–278. DOI: 10.1097/nt.0000000000000304
  15. Jin, Y., Kim, K.H., Kim, E.M., Lee, J., Lee, H., Kang, S., Zhao, J. 2019. Comprehensive Investigation of the Effects of Brewing Conditions in Sample Preparation of Green Tea Infusions. Molecules 24(9): 1735. DOI: 10.3390/molecules24091735
  16. Khan, N., Mukhtar, H. 2018. Tea Polyphenols in Promotion of Human Health. Nutrients 11(1): 39. DOI: 10.3390/nu11010039
  17. Kharabsheh, R. 2024. Strategic Green Marketing: Exploring Consumer Perceptions and Preferences for Sustainable Products. International Journal of Green Management and Business Studies 4(1):. DOI: 10.56830/ijgmbs06202405
  18. Kotler, P., Amstrong, G. 2015. Prinsip-Prinsip Pemasaran. Jakarta: Erlangga
  19. Kotler, P., Keller, K.L. 2012. Manajemen Pemasaran. Vol. 13. Jakarta: Erlangga
  20. Kumo, W. 2023. Leveraging Consumer Behavior Research for Effective Marketing Strategies. Advances in Business & Industrial Marketing Research 1(3): 117–129. DOI: 10.60079/abim.v1i3.196
  21. Lee, S.M., Lee, H. ‐S, Kim, K. ‐O, Kim, K. ‐H. 2009. Sensory Characteristics and Consumer Acceptability of Decaffeinated Green Teas. Journal of Food Science 74(3): S135–S141. DOI: 10.1111/j.1750-3841.2009.01100.x
  22. Leitzmann, C. 2016. Characteristics and Health Benefits of Phytochemicals. Complementary Medicine Research 23(2): 69–74. DOI: 10.1159/000444063
  23. Li, M., Zhao, L., Liu, Y., Jiang, W., Li, Y., Jiang, X., Gao, L., et al. 2017. Functional Characterization of Tea (Camellia sinensis) MYB4a Transcription Factor Using an Integrative Approach. Frontiers in Plant Science 8(561):. DOI: 10.3389/fpls.2017.00943
  24. Li, X., Zhang, J., Shui, Y., Yuan, Y., Li, Z., Kim, D. 2024. Influencing factors and mechanisms on consumers’ behavior: A case of tea tourism in China. International Journal of Tourism Research 26(1):. DOI: 10.1002/jtr.2637
  25. Liu, P.-P., Chen, G.-S., Yin, J.-F., Wang, F., Xu, Y.-Q. 2018. Flavor characteristics and chemical compositions of oolong tea processed using different semi-fermentation times. Journal of Food Science and Technology 55(3): 1185–1195. DOI: 10.1007/s13197-018-3034-0
  26. Lopes, J.M., Galhardo, A., Massano-Cardoso, I., Silva, L.F. 2024. Green Purchase Determinants in a Peripheral Region of Europe: How Can Green Marketing Influence Consumers’ Decisions? The Mediating Role of Green Awareness of Price. Administrative Sciences 14(11): 293. DOI: 10.3390/admsci14110293
  27. Magalhaes, D.R., Çakmakçı, C., Campo, M.D.M., Çakmakçı, Y., Makishi, F., Silva, V.L.D.S., Trindade, M.A. 2023. Changes in the Current Patterns of Beef Consumption and Consumer Behavior Trends—Cross-Cultural Study Brazil-Spain-Turkey. Foods 12(3): 475. DOI: 10.3390/foods12030475
  28. Mohd Suki, N., Mohd Suki, N. 2015. Consumption values and consumer environmental concern regarding green products. International Journal of Sustainable Development & World Ecology 22(3): 269–278. DOI: 10.1080/13504509.2015.1013074
  29. Mozumder, N.H.M.R., Lee, J.-E., Hong, Y.-S. 2025. A Comprehensive Understanding of Camellia sinensis Tea Metabolome: From Tea Plants to Processed Teas. Annual review of food science and technology 16(1): 379–402. DOI: 10.1146/annurev-food-111523-121252
  30. Mukhopadhyay, M., Mondal, T.K. 2017. Cultivation, Improvement, and Environmental Impacts of Tea. DOI: 10.1093/acrefore/9780199389414.013.373
  31. Noel, C., Dando, R. 2015. The effect of emotional state on taste perception. Appetite 95 89–95. DOI: 10.1016/j.appet.2015.06.003
  32. Parish, M., Hazimeh, D., Islam, M.S., Segars, J., Massoud, G. 2023. Green Tea in Reproductive Cancers: Could Treatment Be as Simple?. Cancers 15(3): 862. DOI: 10.3390/cancers15030862
  33. Parvez, S., Wani, I.A. 2024. Exploring the antioxidant realm of green tea: From extraction to fortification. eFood 5(4):. DOI: 10.1002/efd2.172
  34. Perrea, T., Chrysochou, P., Engelgreen, C., Krystallis, A. 2017. Much too new to eat it? Customer value and its impact on consumer-product relationship in the context of novel food products. Journal of Product & Brand Management 26(6): 616–630. DOI: 10.1108/jpbm-09-2015-0984
  35. Saklar, S., Ertas, E., Ozdemir, I.S., Karadeniz, B. 2015. Effects of different brewing conditions on catechin content and sensory acceptance in Turkish green tea infusions. Journal of Food Science and Technology 52(10): 6639–6646. DOI: 10.1007/s13197-015-1746-y
  36. Santoso, I., Fitriani, R. 2016. GREEN PACKAGING, GREEN PRODUCT, GREEN ADVERTISING, PERSEPSI, DAN MINAT BELI KONSUMEN. Jurnal Ilmu Keluarga dan Konsumen 9(2): 147–158. DOI: 10.24156/jikk.2016.9.2.147
  37. Schiffman, L.G., Wisenblit, J., Ramesh Kumar, S. 2016. Consumer Behavior. 11th ed. Tamil Nadu: Pearson India Education Services
  38. Shaw, N. 2024. A Study of the Factors Influencing Consumer Behaviour. Global Research Journal of Social Sciences and Management 02(01): 48–58. DOI: 10.55306/grjssm.2024.2105
  39. Sheikh, A., Ahmadinejad, B., Mirzaei, M. 2023. Factors Influencing Green Purchase Behavior: Price Sensitivity, Perceived Risk, and Attitude towards Green Products. Contemporary Management Research 19(3): 153–174. DOI: 10.7903/cmr.22824
  40. Shen, K., Feng, Q., Zhang, B. 2019. Association between tea consumption and depressive symptom among Chinese older adults. BMC Geriatrics 19(1):. DOI: 10.1186/s12877-019-1259-z
  41. Shimbo, M., Seino, K., Nakamura, K., Takano, T., Kizuki, M., Shi, H.J., Inose, T. 2005. Green tea consumption in everyday life and mental health. Public Health Nutrition 8(8): 1300–1306. DOI: 10.1079/phn2005752
  42. Sparacino, A., Blanc, S., Borra, D., Massaglia, S., Merlino, V.M. 2022. A Choice Experiment Model for Honey Attributes: Italian Consumer Preferences and Socio-Demographic Profiles. Nutrients 14(22): 4797. DOI: 10.3390/nu14224797
  43. Srivastava, V., Gupta, A.K. 2022. Price sensitivity, government green interventions, and green product availability triggers intention toward buying green products. Business Strategy and the Environment 32(1): 802–819. DOI: 10.1002/bse.3176
  44. Steenis, N.D., Herpen, E. van, Lans, I.A. van der, Ligthart, T.N., Trijp, H.C.M. van. 2017. Consumer response to packaging design: The role of packaging materials and graphics in sustainability perceptions and product evaluations. Journal of Cleaner Production 162 286–298. DOI: 10.1016/j.jclepro.2017.06.036
  45. Tfouni, S.A.V., Kamikata, K., Furlani, R.P.Z., Camara, M.M., Gomes, F.M.L. 2018. Caffeine in teas: levels, transference to infusion and estimated intake. Food Science and Technology 38(4): 661–666. DOI: 10.1590/1678-457x.12217
  46. Tran, H.H.-V., Mansoor, M., Butt, S.R.R., Satnarine, T., Ratna, P., Sarker, A., Ramesh, A.S., et al. 2023. Impact of Green Tea Consumption on the Prevalence of Cardiovascular Outcomes: A Systematic Review. Cureus 15(12):. DOI: 10.7759/cureus.49775
  47. Ulva Putri Ramadani, Raudhotul Muthmainnah, Nisa Ulhilma, Azzah Wazabirah, Rully Hidayatullah, Harmonedi, H. 2025. Strategi Penentuan Populasi dan Sampel dalam Penelitian Pendidikan: Antara Validitas dan Representativitas. Jurnal QOSIM Jurnal Pendidikan Sosial & Humaniora 3(2): 574–585. DOI: 10.61104/jq.v3i2.1021
  48. Wang, S.-T. 2014. Consumer characteristics and social influence factors on green purchasing intentions. Marketing Intelligence & Planning 32(7): 738–753. DOI: 10.1108/mip-12-2012-0146
  49. Wang, T.-S., Liang, A.R.-D., Ko, C.-C., Lin, J.-H. 2022. The importance of region of origin and geographical labeling for tea consumers: the moderating effect of traditional tea processing method and tea prices. Asia Pacific Journal of Marketing and Logistics 34(6): 1158–1177. DOI: 10.1108/APJML-02-2021-0121
  50. Xu, M.L., Leung, S.O. 2018. Effects of varying numbers of Likert scale points on factor structure of the Rosenberg Self‐Esteem Scale. Asian Journal of Social Psychology 21(3): 119–128. DOI: 10.1111/ajsp.12214
  51. Yeager, S.E., Batali, M.E., Lim, L.X., Liang, J., Han, J., Thompson, A.N., Guinard, J., et al. 2022. Roast level and brew temperature significantly affect the color of brewed coffee. Journal of Food Science 87(4): 1837–1850. DOI: 10.1111/1750-3841.16089
  52. Zhao, H., Yang, Q., Yao, X., Liu, Z. 2021. Impact of Pricing and Product Information on Consumer Buying Behavior With Customer Satisfaction in a Mediating Role. Frontiers in Psychology 12(125):. DOI: 10.3389/fpsyg.2021.720151

Last update:

No citation recorded.

Last update:

No citation recorded.