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White tea is an unfermented tea made from young shoots of Camellia sinensis protected from sunlight to avoid polyphenol degradation. White tea contains a high level of polyphenolic compounds known as catechins. Several types of evidence have suggested that tea consumption has benefits in body weight and endurance maintenance. This study was designed to evaluate the effect of white tea on body weight and endurance of animal models.

This research was an intervention design using 20 Wistar white rats (Rattus Norvegicus) in body weight between 150 and 200 g. The rats were randomized into four groups, three groups receiving white tea drink (WTD) with different doses and the other group receiving plain water in equal volume as a control group for four weeks. The forced swim test (FST) was done to measure their struggling capacity, and digital bodyweight to measure the weight.

Intervention (WTD Groups and Control) caused weight gain among except G3 with the highest doses of white tea. The result showed that WTD intake in G3 had a significant difference (p < 0.05) on body weight gain compared to control. The authors found that WTD in a specific dose (G3: 0.22 mg) tends to maintain the body weight of animals (219.2 ± 41.96; 212.6 ± 46.90, respectively), while other doses caused weight gain. WTD also significantly increased the swimming and struggling capacity of rats that represented improvements the endurance along with the test. There was a statistically significant difference in endurance among all groups (p < 0.05).

The results of this study can be followed as human intervention research as an input for nutritionists and sports scientists to explore the beneficial effect of white tea.

The results of this study can be followed as human intervention research as an input for nutritionists and sports scientists to explore the beneficial effect of white tea.

This study adds more evidence and information about the advantages of white tea as potential beverages in future healthy lifestyles.

The purpose of this paper was to determine total polyphenols (TP), total flavonoids (TF) and (-)-epigallocatechin gallate (EGCG) in five commercial tea extracts and in their infusions at various temperatures (95-60°C) and brewing times (5-30 min).

TP was determined by the Folin–Ciocalteu method, TF by the aluminium chloride colorimetric method and EGCG by HPLC method.

The results showed that White tea – Silver needle had the highest content of TP and EGCG when extracted, but its infusions had very poor concentrations of these compounds. Green tea infusion was better source of TP and EGCG than white or black tea, although its extract did not contain a very high amount of TP compared to the latter two types. Black tea extract had a relatively high content of TP and TF in its extract. Its infusions as well contained higher concentrations of TP than white tea, but lower concentrations of EGCG than all studied teas.

Increasing infusion time and temperature does not necessarily increase the concentration, according to the results. To the authors’ knowledge, this is the first report on comparing these types of tea, especially the white tea, with other well-known teas under various infusion conditions. The extraction of the white tea leaves was also not found in previous works.

The case is meant for teaching business management students at the Postgraduate and Executive levels. It can be incorporated in the marketing management, entrepreneurship and international business course curriculum.

Since its inception in 2015, VAHDAM India had carved a niche for itself in the Global Tea Industry in a span of just seven years. The 29-year-old Founder-CEO, Bala Sarda was the first to create India’s largest born-global direct-to-consumer (D2C) premium wellness brand by bridging the gap between demand and supply of the country’s finest teas and superfoods globally. The venture also became a poster child for sustainability by strengthening its green credentials over the course of time.Having attained profitability in FY21, VAHDAM now aims to become a ₹500 Cr. brand by FY24. To push the goal across the line, channelisation of marketing will take centre stage. The case highlights the management’s dilemma of using green marketing as the pivot for increasing its market share in the emerging economies and boosting revenue. The underscored opportunities and challenges have to be addressed so as to formulate a green marketing mix suitable for the emerging market scenario.

Participants will develop an understanding about the evolving consumption landscape inclining towards eco-friendly wellness products and the relationship between green marketing mix, brand equity and its channelisation towards revenue generation. They will also get an overview of marketing challenges faced by a premium D2C wellness brand while entering an emerging market. The readers shall be able to analyse and suggest ideas for the formulation of an effective green marketing mix to meet the consumer expectations and achieve desired brand positioning.

Teaching notes are available for educators only.

CSS 8: Marketing

Marketing management, brand management, brand loyalty, brand consumer behavior.

MBA program or the Executive Education program.

Anubhav Jain, Marketing Head of Digamber Industries, is concerned about the national launch of Surya Gold tea. The brand had been doing well in Jabalpur (Madhya Pradesh, India) with almost 20 per cent market share. However, market reports suggested that retailers primarily pushed the brand and consumers had little loyalty for Surya Gold. Owing to lower repeat purchases, Jain had to spend large amount of money on consumer acquisition. For the national launch, a large base of loyal consumers was critical for business growth. He understood brand loyalty but found it a difficult proposition to relate from consumers' perspective. Market consultants were hired to conduct a qualitative research based on Susan Fournier's work on consumer-brand relationships. The case gives an account of conversations with professed lovers of tea to understand consumer behavior toward tea, including why people drink tea, how they choose their brands and what makes them re-buy or change brands. The case makes certain propositions around brand loyalty, which Jain had to decode to understand tea consumers in India, how brand loyalty develops and changes over time, and hence, how should he plan his marketing strategy. The case attempts to help students critique traditional definitions of brand loyalty, understand and evaluate the concept from consumers' perspective and highlight its importance in marketing strategy planning by explaining evolution, various types and intensity of brand loyalty.

The broad objective of the case is to strengthen participants' understanding of brand loyalty concept and also appreciate the importance and role of brands in consumer's life. The case can be used for MBA or executive education in brand management or consumer behavior courses. The specific objectives of this case are to help students appreciate the variations in brand loyalty across consumers and critically assess the traditional definition of loyalty, highlight the connection between the consumer personality and the brand attributes, help them understand how the concept of brand loyalty and brand relationship affects consumers' attitude and behavior, help students understand as to why brand loyalty develops and how it can be maintained and expose students to qualitative unstructured data and give them an experience of using it for managerial use.

Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes enclosed.

This paper aims to investigate the specific tea tourism (TT) determinants. This paper uses the Porter’s Diamond model to critically examine how India and Sri Lanka gained a competitive advantage in the international market.

A cross-country study was conducted in which TT destinations in both India and Sri Lanka were considered for study. TT stakeholder perspectives were assessed through the Porter Diamond model, whereas data collection was based on a structured questionnaire that adopted the conceptual model (refer to the questionnaire as annex 1).

This study revealed that each determinant of Porter’s Diamond model (i.e. Factor Conditions – FC, Demand Conditions – DC, Related and Supporting Industry – RSI, Firm Strategy, Structure and Rivalry – SSR, Government – GO and Situational Force – SF) is playing a significant role in TT and India has an edge on Sri Lanka as a TT destination over each determinant of Porter Diamond model.

This study restricts its scope to the present TT stakeholders of India and Sri Lanka, comprising 6 latent variables and 31 indicators, offering opportunities for future research to tourists and local residents in TT using the same model variables, and indicators.

This study highlights the emerging TT destinations in India and Sri Lanka by sensitizing the competitiveness and comparativeness using Porter’s Diamond model through the partial least squares structural equation modeling.

This study reflects a unique way of exploring emerging TT destinations through Porter’s Diamond model, signifying the competitive advantage.

为了研究茶旅游的具体决定因素, 本文采用波特钻石模型批判性地检验印度和斯里兰卡如何在国际市场上获得竞争优势。

以印度和斯里兰卡作为茶旅游目的地进行的一项跨国研究。基于一项结构化问卷（附件1）进行数据收集, 并通过波特钻石模型评估茶旅游利益相关者的观点。

研究表明, 波特钻石模型的每个决定因素：因子条件（FC）、需求条件（DC）、相关和支持产业（RSI）、企业战略、结构和竞争（SSR）、政府（GO）和情境力量（SF）都在茶旅游中发挥着重要作用。作为茶旅游目的地, 印度比斯里兰卡在波特钻石模型的每个决定因素方面都更具有优势。

目前的研究范围仅限于印度和斯里兰卡目前的茶旅游利益相关者, 包括六个潜在变量和31个指标, 为未来研究茶旅游中游客和当地居民的未来研究使用相同的模型变量和指标提供了可能。

本研究使用波特钻石模型和PLS-SEM模型来突出印度和斯里兰卡作为新兴茶旅游目的地的竞争力和可比性。

这项研究展现了一种通过波特钻石模型来探索新兴茶旅游目的地的独特方法, 表明了它的竞争优势。

Para investigar los determinantes específicos del turismo del té, el documento actual emplea el modelo del Diamante de Porter, examinando de forma crítica, cómo India y Sri Lanka obtuvieron una ventaja competitiva en el mercado internacional.

Este estudio se llevó a cabo en dos destinos turísticos del té como India y Sri Lanka. Las perspectivas de las partes interesadas en el turismo del té se evaluaron a través del modelo del Diamante de Porter, mientras que la recopilación de datos se basó en un cuestionario estructurado, adaptado del modelo conceptual (consulte el cuestionario como anexo 1).

El estudio reveló que cada determinante del modelo del Diamante de Porter; Las condiciones de los factores (FC), las condiciones de la demanda (DC), la industria relacionada y de apoyo (RSI), la estrategia, la estructura y la rivalidad de la empresa (SSR), el gobierno (GO) y la fuerza situacional (SF) están desempeñando un papel importante en el turismo del té e India tiene una ventaja sobre Sri Lanka como destino de turismo de té sobre cada determinante del modelo de Porter.

El estudio actual restringe su alcance a las partes interesadas en el turismo del té de la India y Sri Lanka, que comprende seis variables latentes y 31 indicadores, ofreciendo oportunidades para futuras investigaciones a los turistas y residentes locales en el turismo del té utilizando las mismas variables e indicadores del modelo.

El presente estudio destaca los destinos emergentes del turismo del té en India y Sri Lanka, sensibilizando la competitividad y la comparabilidad, utilizando el modelo del diamante de Porter y el modelo PLS-SEM.

Este estudio refleja una forma única de explorar los destinos emergentes del turismo del té a través del modelo de diamante de Porter, lo que significa la ventaja competitiva.

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 study, a case study, is to present the uniqueness of the only UNESCO-awarded tea consumption tradition worldwide and its implications on the tourism industry by analyzing and weighting initializing effects of tea on the regional economy, as well tea tourism-related cultural and social rootings.

Between 20 July 2020 and 20 August 2020, qualitative interviews have been conducted with regional experts, as well as relevant statistics have been evaluated, cultural and social effects have been analysed and weighted, following two main research questions: can “Tea”, along with its history and tradition, be used effectively for initializing tourism and destination brand management? What kind of instruments are useful for reinforcing authentic tea-oriented destination marketing? In addition, the European Tea Speciality Association (ESTA) supported this research project also with another qualitative interview. Furthermore, two workshops of the Working Group on International Tea Tourism have been used to discuss and reflect the impacts of tea museums and tea consuming traditions as well as the European Tea Research Circle (ETRC).

Tea and its culture is a strong motive for initializing tourism, as it is linked to cosy ceremonies and social gathering. The brand awareness of the destination “East Frisia” as the “tea destination” of Germany is powerful, and the “East Frisian Tea Ceremony” became a regional social anchor and element of loyalty for tourists and citizens. It is useful and profitable to develop more tea-related authentic evens and products to use this UNESCO award and the positive image of tea ceremonies to strengthen the regional economy.

As the UNESCO award was awarded in 2016, any impacts could only be evaluated for a short period of time.

The specific tea culture in East Frisia has the potential for establishing this region as the most unique region for Tea Tourism in Central Europe. This should be evaluated and developed within additional measurements and programmes. The aim should be a plan for additional mapping and tea-related events and attractions to use this unique heritage for developing sustainable tourism and strengthening the regional hospitality infrastructure.

The East Frisian tea culture is empowering people and functions as a harmonic link among the inhabitants of a structurally underdeveloped region. Thus, this habit is a key factor for the stability and pride of the inhabitants, involving citizens and keeping traditions alive.

The combination of a cultural heritage award and a habit for celebrating the consumption of a hot beverage is unique worldwide. Therefore, this analysis is a valuable support for the transfer of applicable knowledge from academia to the industry as well as the first research project about the link between tea consuming heritage and tourism in Europe.

With its preference for small government and fiscal responsibility, the Tea Party movement claims to be conservative. Yet, their tactics and rhetoric belie this claim. The shrill attacks against Blacks, illegal immigrants, and gay rights are all consistent with conservatism, but suggesting that the president is a socialist bent on ruining the country, is beyond politics. This chapter shows that Richard Hofstadter's thesis about the “paranoid style” of American politics helps characterize the Tea Party's pseudo-conservatism. Through a comprehensive analysis of qualitative interviews, content analysis and public opinion data, we find that Tea Party sympathizers are not mainstream conservatives, but rather, they hold a strong sense of out-group anxiety and a concern over the social and demographic changes in America.

Fruits and vegetables, being good source of energy, health promoting and protecting compounds with unique taste and flavor, are attracting consumers since ages. These horticultural produces start deterioration just after harvest; therefore, their proper storage is must during transportation and storage to retain maximum quality parameters and for good market value. Best storage conditions are required to prevent growth of micro flora and to maintain the nutritional values of harvested produce. Retailers and processors in every corner of world want to move toward the cheaper ways to increase the shelf life and texture of horticultural crops for better consumer preference. The purpose of this paper is to make consumers and researchers aware about different post harvest malpractices in fresh fruits and vegetables.

Lot of chemicals like colors, artificial ripening agents, sweeteners and waxes are applied on surface of horticulture produce to siphon off money from consumers, and these have adverse health effects directly or indirectly. Various regulatory agencies have launched various programs, acts and laws for monitoring and avoiding such unhealthy ways. Regulatory bodies launched training programs also for the food handlers and consumers to ensure the food safety from farm to fork.

This paper will throw light on different malpractices followed by retailers to manipulate the quality which causes adverse health effects and to create consumer awareness regarding such malpractices.

The paper emphasizes on current malpractices followed by retailers to mislead the consumers about fruits’ and vegetable’ quality by using sweeteners, colors and other chemical. On prolonged consumption, such substances lead to major health issues such as attention disorder.

Despite its crucial role in ensuring food safety, traceability remains underutilized by small and medium-sized enterprises (SMEs), a vital component of China’s agricultural supply chain, thereby compromising the integrity of the supply chain traceability system. Therefore, this study sets out to explore the factors influencing SMEs’ adoption of traceability systems and the impact of these factors on SMEs’ intent to adopt such systems. Furthermore, the study presents a model to deepen understanding of system adoption in SMEs and provides a simulation demonstrating the evolutionary trajectory of adoption behavior.

This study considers the pivotal aspects of system adoption in SMEs, aiming to identify the influential factors through a grounded theory-based case study. Concurrently, it seeks to develop a mathematical model for SMEs’ adoption patterns and simulate the evolution of SMEs’ adoption behaviors using the Q-learning algorithm.

The adoption of traceability among SMEs is significantly influenced by factors such as system attributes, SMEs’ capability endowment, environmental factors and policy support and control. However, aspects of the SMEs’ capability endowment, specifically their learning rate and decay rate, have minimal impact on the adoption process. Furthermore, group pressure can expedite the attainment of an equilibrium state, wherein all SMEs adopt the system.

This study fills the existing knowledge gap about the adoption of traceability by SMEs in China’s agricultural supply chain. This study represents the pioneer study that identifies the factors influencing SMEs’ adoption and examines the effects of these factors on their traceability adoption, employing a multi-methodological approach that incorporates grounded theory, mathematical modeling and the Q-learning algorithm.