Transparent Packaging for Tea: Exploring the Role of Trust in Emerging Markets for Tea Beverages.

ABSTRACT: Tea beverages, which combine the health benefits of traditional tea with convenient consumption, are experiencing rapid market growth. Despite the widespread use of transparent packaging and diverse colour schemes, the influence of such packaging strategies on consumer perception and purchase intention remains poorly understood. The present research therefore aimed to investigate the impact of transparent packaging on consumers' willingness to purchase tea beverages, as well as the underlying psychological processes, based on trust theory. Across three experimental studies, the results showed that consumers reported a higher purchase intention for tea beverages with transparent (vs. opaque) packaging (Studies 1-3), regardless of whether it was green tea or black tea (Study 2), or a well-kn

SUBMITTER: Yu Y 

PROVIDER: S-EPMC12651621 | biostudies-literature | 2025 Nov

REPOSITORIES: biostudies-literature