Research on Marketing Strategies of Health Tea Based on the Consumption Psychology of Chinese Young People

Health tea, a functional beverage combining tea and herbal ingredients, has gained increasing popularity among young consumers in China. Given the intense competition in the health tea market and the unique psychological traits of the youth segment, this study investigates young people’s consumption psychology and proposes targeted marketing strategies. A mixed-methods approach was employed, combining a literature review with a questionnaire survey of 196 respondents aged 18–44, recruited through convenience and snowball sampling via an online platform. The questionnaire explored awareness, purchasing habits, price sensitivity, and brand perception. Results indicate that young consumers exhibit distinct psychological characteristics: they seek self-worth enhancement and a better quality of life, rely on social recommendations and authority figures, prioritize convenience and pragmatism, value cost-effectiveness, and demonstrate strong brand dependence. Based on these findings, the study applies the 4P marketing mix framework (Product, Price, Place, Promotion) to formulate strategies. Product strategies emphasize diversification (e.g., sleep-improving, weight-management teas) and convenient formats. Pricing should be competitive and transparent, with options for differentiation and promotional discounts. Distribution channels must leverage e-commerce platforms, social media, and experiential physical stores. Promotion strategies should focus on emotional resonance, influencer collaborations, and interactive campaigns to build brand loyalty. The study concludes that integrating consumer psychology insights into marketing mix decisions can enhance brand competitiveness in the youth segment. These findings offer practical implications for health tea companies and contribute to the broader understanding of young consumer behavior in the health beverage industry.