African Journal of
Business Management

  • Abbreviation: Afr. J. Bus. Manage.
  • Language: English
  • ISSN: 1993-8233
  • DOI: 10.5897/AJBM
  • Start Year: 2007
  • Published Articles: 4137

Full Length Research Paper

Retracted: Factors associated with young Taiwanese people's preference of green tea

Shu Chun Chang
  • Shu Chun Chang
  • Graduate Institute of Bio-industry Management, National Chung Hsing University, Taichung, Taiwan.
  • Google Scholar
Mega Trishuta Pathiassana
  • Mega Trishuta Pathiassana
  • International Master Program of Agriculture, National Chung Hsing University, Taichung, Taiwan.
  • Google Scholar

  •  Received: 09 May 2017
  •  Accepted: 28 June 2017
  •  Published: 28 August 2017


The purpose of this study is to identify Japanese's green tea consumption preferences among young people in Taiwan between the age of 18-30 and assess the possible tea market opportunities for Japanese's green tea in Taiwan, among young people.   Questionnaire was used to collect data which were spread to 200 university students, aged between 18-30 years. Firstly, the tea product tasting survey provided four kinds of Japanese green tea. Next, the questionnaire was divided into four parts. Findings of this study show Taiwanese young people prefer taste attribute as the main factor to selecting their tea preference, to others who choose Minamisayaka mostly as their tea preference, with Benifuuki in second place. This study also aggregates the evaluation of Japanese green tea after tea tasting.

Keywords: Green tea, Taiwanese, Japanese, preference.


See: Notice of Retraction