중국 RTD 녹차음료 패키지디자인 색채 특징과 소비자 구매의도와의 연관성에 관한 연구

초록

The Chinese RTD tea market has grown rapidly with rising health awareness, and green tea is perceived as natural and healthy. This study analyzed the colors of the top ten RTD green tea products using the I.R.I Color Image Scale and examined their placement on the Hard–Soft axis. A survey of consumers in their 20s—the main RTD tea consumer group—assessed how packaging color affects emotional response and purchase intention. Most product colors were located in the Soft region, generating impressions of naturalness, freshness, and cheerfulness. These impressions were reorganized into freshness, naturalness, health, and comfort. Emotional response showed a significant positive relationship with purchase intention, and Soft colors were more effective than Hard colors in increasing purchase intention. This indicates that Soft color palettes align well with green tea brand imagery and positively influence young consumers’ purchasing decisions.

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