Factors influencing students’ preference for green tea at UiTM Cawangan Pulau Pinang
Nur Tahirah Abd Aziz1, Nor Azureen Rozekhi2, Shahril Hussin3, Nurul’Aishah @ N Hj Zakaria4, Irina Mohd Akhir5.
One of the healthiest coffee beverages, green tea is incredibly
refreshing and soothing. Nowadays, the majority of younger
consumers see and perceive tea more as a sensual and healthy
beverage, which is different from the past. Green tea consumption
has many health benefits for students, such as affecting students’
eating patterns and food intake. The purpose of this study is to
identify the factors, such as students’ habits, expected health
benefits, and sensory attributes, that influence UiTM Cawangan
Pulau Pinang students' preferences for green tea. 400 respondents
who have experienced and acknowledged the benefits of green tea
participated in this study using an online survey. Descriptive,
correlational, and multiple regression analyses were used to
analyze the data. The results show that students' habits have a
strong influence on their preference for green tea, and the results
are statistically significant when compared to others. Student
habits have a profound impact on their preference for green tea,
making it a popular choice worldwide. It was believed that this
study would boost green tea marketing, especially in Malaysia. By
opting for green tea, students contribute to knowledge generation,
enhance their professional applications, and contribute to positive
social change. Food operators can tap into the growing popularity
of this healthy beverage and stay ahead of the curve in the everevolving food industry by incorporating green tea drinks into their
menus
Affiliation:
- Universiti Teknologi MARA Cawangan Pulau Pinang, Malaysia
- Universiti Teknologi MARA Cawangan Pulau Pinang, Malaysia
- Universiti Teknologi MARA Cawangan Pulau Pinang, Malaysia
- Universiti Teknologi MARA Cawangan Pulau Pinang, Malaysia
- Universiti Teknologi MARA Cawangan Pulau Pinang, Malaysia
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