Abstract
The purpose of this study was to identify factors affecting the purchases of well-being tea drinks based on the analysis of demographic characteristics, well-being oriented consumer behaviors, and consumer consciousness toward well-being tea drinks. The subjects of this study were undergraduates and graduate students in Seoul. The findings were summarized as follows: 1. Well-being oriented consumer behavior patterns were categorized in three factors; non-dietary life, selective dietary life, and regular/temperate behavior and consumer consciousness toward well-being tea drinks were categorized in two factors; habit/ familiarity and health/ economical efficiency. 2. Multiple regression analysis was used for finding out factors affecting the purchases of well-being tea drinks; independent variables were demographic characteristics(sex, monthly average family income and the amount of personal expenditure), well-being oriented consumer behavior factors and consumer consciousness factors toward well-being tea drinks. Weekly purchase frequency of well-being tea drinks was defined as a dependent variable. As a result, the purchases of well-being tea drinks were influenced in order of regular/temperate behavior, the consciousness of health/ economical efficiency, the amount of personal expenditure and the consciousness of habit/ familiarity. Especially, regular/temperate behavior negatively affected the purchases of well-being tea drinks.