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This research examines the relationship between tea packaging attributes and purchasing decisions among Generation Z consumers in China.

February 26, 2026Archives of Design ResearchOpen Access

Brand Perception and Purchase Intention of Tea Packaging Design among Generation Z in China: An Empirical SEM Analysis

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An empirical SEM analysis identifies social influence's role in shaping purchase behavior among Generation Z tea consumers.

This research examines the relationship between tea packaging attributes and purchasing decisions among Generation Z consumers in China.
Conducted an online survey with 484 Chinese respondents aged 18–30
Used a 5-point Likert scale to measure key variables
Applied structural equation modeling (SEM) to analyze data
Performed nonparametric tests to compare perceptions
Identified significant effects of social influence on purchase behavior
Demonstrated the importance of emotional value and perceived beauty on brand perception
Recommended a collaborative design approach to align packaging with consumer preferences

Cheng et al. (2026) studied this question.

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