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The objective of this study is to investigate the impact of geographical labeling (GL) and place of origin on consumers' perceived tea quality and purchase intention, as well as to analyze the moderating effects of traditional tea processing methods and the price of tea.

This study conducts two experiments by combining a simulated scenario with a questionnaire; overall, 383 and 678 valid samples were collected, respectively.

(1) The existence of GL is extremely important and will give consumers the perception of higher tea quality resulting in higher purchase intention. The tea’s production method and geographic location are strongly correlated. Thus, whether the tea is produced with traditional methods has a moderating effect on the place of origin, GL, and consumer response in study 1. (3) Different tea pricing has a moderating effect on the place of origin/GL and consumer response in study 2.

This study demonstrates the relationship between consumers' perception of tea GL, and their response helps to identify the difference between Eastern and Western tea culture, which can be used to help promote and market tea leaves. Multiple clues show a complementary effect between the place of origin and the GL on tea packaging. In addition, perception of the tea craftsmanship from the place of origin (long-term) and the price manipulation (short-term) have a moderating effect, which can be used to improve tea marketing design in academia and in practice.

The purpose of this paper is to describe a project designed with the aim of developing a black and green tea processing technology for Nigerian farmers and evaluate the conformance of the quality of the processed tea to the recommended international standard.

Locally processed and graded black teas were collected from Kakara and Bangoba for analysis. Different grades analyzed were Dust 1, Pekoe fanning (PF), broken pekoe (BP) and Fibre. Green tea was also processed from 21 tea clones selected from the Cocoa Research Institute, Kusuku Station tea plantation located at 1,840 m above mean sea level and analyzed for quality characteristics. The methods used for the quality of black and green teas analysis were in accordance with ISO standard: ISO 9768 method (revised) was used for determining % water extract, ISO 5498 for crude fibre, ISO 1575 for % total ash, and ISO 1577 for acid insoluble ash. Other additional quality parameters evaluated for black tea were theaflavins (TF), thearubigins (TR) and colour brightness (C Br) from another set of 17 clones using flavonost methods. Conformance to ISO standard were assessed in all tea locally processed by the farmers, in comparison to the ones processed under controlled conditions.

The results obtained in this study revealed that 59.2 per cent of the tea analyzed conformed to ISO 9768, 81.5 per cent to ISO 5498, 77.8 per cent to ISO 1575 and 96.3 per cent to ISO 1576 and 100 per cent conformed to ISO 1577 and 85.2 per cent to ISO 1578 respectively. In all, only 33 per cent of the processed tea conformed to international standard for black or green tea physical parameters. As for black tea, clones which conformed to correct TF, TR, CBR are UNK, 367, 19, 74, 354, 368, 369, 353, 357, 143, 14 and 108 respectively.

The paper shows that production of green tea and black tea can be done locally without loss of quality if good manufacturing practices and hygiene practices are followed.

The use of clonal materials sourced locally that conformed to ISO standard from Nigeria could create new products (black and green tea) with high economic values to the farmers.

The aim of this paper is to emphasize the role of the place of origin in overcoming the information asymmetries that characterize in particular “experience” and “credence” goods.

After having summarized the role of the country‐of‐origin (COO) in facilitating producers to effectively communicate to consumers the quality of their products, the article presents two case studies: the Chianti Classico wine from Tuscany (Italy) and the tea industry in Guangdong (China).

Both wine and tea have strong links with their place of origin. The two case studies show that business excellence depends not only on firms' strategy, but also on the territory where firms are located. In the case of Chianti Classico, the territorial brand plays a strategy role for product promotion, while Guangdong seems to be less effective in allowing consumers to perceive, and therefore to appreciate, the tea quality at the international level. This makes it possible to draw from the Italian case some indications that could be applied to the Chinese case but also to other productions in the world where the link with the territory is not sufficiently valorized.

Despite the impossibility of drawing general conclusions from case studies, the two selected ones can be considered as emblematic of two different territorial strategies that over time led to two different results. This could be the starting point for policy makers aimed at valorizing the importance of territory for increasing business excellence.

The analysis suggests that connecting the products to their territory of origin can help firms communicate to consumers the quality of their items. The country of origin can be a powerful tool to reinforce a corporate brand, but of course it means admitting that the competitive advantage of a firm is also the result of collective public or private actions devoted to create and communicate a positive image of a specific locality. This implies a joint effort of firms and policy makers.

The paper underlines the similarities between two apparently very distant products, wine and tea. To appreciate such a similarity makes it possible to identify success factors of one sector that can be used to overcome the weaknesses of the other. The indications that arise from the analysis can also be the basis to re‐define the strategy of several other “credence” goods that require the provision to consumers of tools facilitating their process of quality appreciation of products.

There exists insufficient literature on classification and taxonomy of tea leaves supply chain (TLSC), so the purpose of this paper is to study the existing TLSCs and classify them accordingly. Apart from this, the paper also focuses on identification of key decisions issues in the supply chains (SC) and developing a TLSC decision framework for the state of Assam in India.

The paper is based on a two-year detailed study on TLSC in Assam which encompasses 22 Tea Estates, 41 Small Tea Gardens (STGs) and a Research Institute (Tocklai Tea Research Institute). Secondary data were collected from relevant websites of various government organizations of India, company’s websites, annual reports, official statements from the companies, tea market reports, annual reports of the Indian Tea Association, the Tea Board of India, Tea Research Institute and published reports, etc.

The “point of origin” of TLSC is a tea garden, “point of consumption” is considered as a tea factory and green tea leaves (GTLs) forms the basic raw material. This SC includes mainly three players: Tea leaves growers, manufacturers of made tea and tea leaves agents. This study identifies the three types of TLSCs existing in Assam: TLSC1, TLSC2 and TLSC3. Among them, only TLSC1 is both responsive as well as an efficient chain, while the rest are only responsive chains. Later two SCs can be made efficient with the proposed TLSC4.

There is an insufficient literature on classification and taxonomy of TLSC, therefore the study (considerably the classification and taxonomy of TLSC) was developed from the primary data which were collected from the 22 Tea Estates and 41 STGs of four districts of Assam, because of limited time (two years). The study should have involved more tea estates and small tea gardens for better classification and taxonomy.

The proposed model suggests that small tea growers may create a co-operative whereby smaller tea gardens (STGs) (members of the co-operative) unite to act as a single large garden, set up their own co-operative factory and recruit permanent tea plucking laborers. This up-gradation of TLSC2 and TLSC3 to TLSC4 may enable a group of STGs to work in a manner similar to a Tea Estate.

To the best of authors’ knowledge this is one of the first studies to classify the TLSC in Assam.

The purpose of this paper is to evaluate the applicability of the strategic place brand-management model (SPBM) for a product-place co-branding context, focussing on Sri Lanka’s tea industry.

Conducted as an exploratory case study, pattern matching and explanation building methods are employed to analyse data from secondary sources such as archival data and documentation.

Strategic components of place branding in SPBM are applicable for product-place co-branding, as evidenced in Sri Lanka’s tea industry, although key strategies appear to be reactive rather than proactive in this context.

The findings provide reassuring guidance to practitioners on applying strategic place branding models in product-place co-branding settings, given the unique risks associated with product-place co-branding.

Given the novelty of and the need to advance knowledge on product-place co-branding as a component of place branding, this study extends extant literature on the use of SPBM in a successful product-place co-branding setting. Additionally, it extends the value of place branding concepts for industries other than popularly studied tourism.

Determining vulnerability and resilience is necessary to develop sustainable agribusiness. The purpose of this study is to clarify and understand the current condition and problems in the tea supply chain and to develop a framework on how to build a sustainable and resilient tea supply chain.

This study is a case study analysis which develops an integrated framework to build a resilient tea supply chain. It evaluates and extends the current knowledge of Javanese tea by applying business process analysis to understand the situation.

This paper develops an integrated and conceptual framework on how to build resilient supply chain by considering five broad factors: vulnerability analysis, assessment of assets, supply chain collaboration, control mechanism from government and outcome.

The framework provides a conceptual view but limited to field surveys in Central Java Province. This study could increase the general understanding of tea supply chain in Indonesia and its major problems and challenges.

The framework also highlights different stakeholder's organizational constraints and issues, especially during the COVID-19 pandemic.

The business process analysis and conceptual framework offer an expanded and in-depth explanation on how organizations respond to the changing conditions, especially during the COVID-19 pandemic.

In conventional discourses on sustainability, the relationship between economics and ecology is central. A number of nations' economies benefited from responsible tourism following these conferences. By supporting local businesses and attractions, ‘green’ tourism helps communities achieve their natural and cultural objectives while also preserving their limited resources. In terms of sustainable travel, Kerala was an early leader. This study looks at RT initiatives in various stages, with an emphasis on green tourism's sustainable responsible travel practises. The green economic development bottom line method was used for this descriptive research. These results highlight the difficulties inherent with RT implementation. Our review of secondary data shows that the first rollout of RT was unsuccessful, but that subsequent stages showed great promise. In order to create sustainable tourism on a worldwide scale, the study also highlights the necessity for more research in other culturally distant places.

This paper aims to explore how consumer's purchase intentions and word-of-mouth (WOM) intentions of local tea are influenced by the signal effects of geographical indication labelling (GIL) on the basis of theory of reasoned action and social identity theory.

This study has developed a structural equation model (SEM) to explain the effects of consumer's attitudes, social norms and social identities on behavioural intentions, considering purchase of foods with geographical indication labels. This study collected responses from 318 consumers of tea in Taiwan.

Three main results are reported: (1) the prevention-focused benefit, which is a risk-aversion consideration, and the promotion-focused benefit, which is a taste and joy of quality, have higher influence compared to perceived concerns (price) on attitude towards GIL produce. (2) Compared to subjective norms, consumer attitude affects purchase intention more, yet the effects are opposite when they influence the WOM intentions. (3) Global identity impacts purchase intentions but not WOM intentions, whereas local identity influences both intentions.

Findings indicate attitude, social influence and social identity play critical roles in affecting consumer behavioural intentions. Global identity and local identity play different roles in purchase intention and WOM intentions.

The purpose of this paper is to examine consumer attitudes toward and willingness to pay (WTP) for traceability of tea in China.

The authors used the payment card method to elicit WTP for certified traceable tea and logistic regression model to analyze the factors that affected consumers’ WTP.

The results revealed that most consumers in China were concerned over tea safety; however, their WTP for certified traceable tea was limited. Only income and the degree of concern over tea safety affected the consumer’s WTP for certified traceable tea greatly. When it came to consumers’ WTP a positive price premium, income level, education, and attitude toward traceability of tea significantly influenced the actual premium consumers were willing to pay.

The Chinese government and tea producers should pay attention when implementing tea traceability system. First, raising the consumers’ income contributes to the premiums that consumers are willing to pay for certified traceable tea. Second, social groups, consumer organizations and tea producers should popularize knowledge of tea traceability. Third, given the low price premiums that consumers are willing to pay, the establishment of viable traceability of tea in China requires the producers and the government to bear some of the cost associated with the implementation of this system.

In past studies on WTP for certified traceable food, the study is focussed on meat in developed countries, and the research has expanded range of study, by conducting a survey in China to determine consumers’ WTP for certified traceable tea, and by empirically examining the main factors that influence the willingness of consumers to pay a price premium for certified traceable tea, as well as the premium that these consumers are willing to pay.

In December 2007, Sergey Nikolaev, founder and CEO of the Untsiya company, a tea shop chain in St. Petersburg, Russia, was facing a major decision about the future of his company: should he diversify the business or focus solely on tea sales via exclusive shops? Founded in 2002, the Untsiya Company had enjoyed dramatic growth and great success in the St. Petersburg market. By 2007, having directed the successful roll-out of his tea shop chain, Nikolaev wanted to grow to the next level and was prepared to revise his corporate strategy, even to the extent of changing his existing, stable organizational structure. Students are challenged to select a growth strategy and related organizational changes to implement that strategy.