In Taiwan, tea is one of the most popular beverages and is also an important economy agriculture product. Due to the complicated competition in the tea market and peopleâs increasing awareness of the healthy and environment, the geographic indicators of tea has gained main stream attentions in the tea market. This study is to explore consumersâ awareness of the geographic indicators of tea and to provide suggestions to help the marketing strategies of the tea producers and the promoting of governmentâs policies in the geographic indicator of tea.
ããThe research frame structure in this study is based on âthe Theory of Planned Behavior (TPB)â. We collected data from the questionnaire survey to study the interrelationships among Taiwanese consumersâ Attitude Toward (AT), Subjective Norm (SN), Perceived Behavior Control (PBC), Purchasing Intention (PI), and Actual Purchasing Behavior (APB) of tea with geographic indicators.
ããThe method of Partial Least Squares (PLS) was used for data analysis in this research and our findings are:
1. Consumersâ attitude toward (AT) of tea with geographic indicators will affect their purchasing intention (PI) significantly.
2. Consumersâ subjective norm (SN) of tea with geographic indicators will not affect their purchasing intention (PI) significantly.
3. Consumersâ Perceived Behavior Control (PBC) of tea with geographic indicators will affect their purchasing intention (PI) significantly.
4. Consumersâ Perceived Behavior Control (PBC) of tea with geographic indicators will affect their actual purchasing behavior (APB)
5. Consumersâ purchasing intention (PI) of tea with geographic indicators will affect their actual purchasing behavior (APB)
