Consumer awareness and preferences towards purchasing and consuming Japanese matcha tea
DOI:
https://doi.org/10.15611/pn.2026.1.08Keywords:
health-promoting properties, matcha, consumer behaviorAbstract
Aim: The aim of the article was to learn about respondents' knowledge about matcha tea, the frequency of its consumption and the factors influencing purchasing decisions of this tea on the Polish market.
Methodology: The research was conducted using a computer-assisted web interview (CAWI) questionnaire. Interviews were conducted among 277 respondents, between April and July 2025, among matcha consumers aged 18-65. Pearson's chi-square test of independence was used to analyze nominal and ordinal variables using the Statistica software package.
Results: The inclusion of matcha in respondents' diets is mainly determined by their socio-economic status. The percentage of consumers who regularly consume matcha is not high, amounting to 20% of the surveyed population. Most respondents knew that matcha contains antioxidants, but they were unable to identify them as polyphenolic compounds. Almost all respondents knew that the method of preparation affects the antioxidant properties of matcha. The trend towards virtualisation of consumption is evident in purchasing decisions for this tea.
Implications and recommendations: Recommendations for producers of health-promoting beverages regarding better marketing communication promoting healthy eating habits, highlighting the benefits of consuming matcha and increasing consumer awareness of the health-promoting effects of matcha. Such measures will contribute to an increase in the consumption of health-promoting beverages.
Originality/value: The questionnaire used allowed us to learn about the differences between consumer groups and identify their individual preferences regarding Japanese matcha green tea, as well as to identify important factors in the context of purchasing this product.
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Copyright (c) 2026 Katarzyna Mikołajczyk-Bator, Jagoda Sibilska, Katarzyna Gościnna
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Accepted 2025-12-18
Published 2026-03-31
