Based on the sample survey of undergraduates from Tsinghua University, Northwest Sci-Tech University of Agriculture and Forestry, Yunnan University and Yunnan Agricultural University, this paper analyzes their tea consumption and attitude towards tea consumption. Results show that more than 50% undergraduates like drinking tea, especially green tea. They would like to accept lower price tea, prefer quality to brand, and have higher degree of approval of new methods of tea drinking and tea products. However, most undergraduates lack relevant knowledge about identifying tea quality. Finally, it presents recommendations for expanding tea consumption market among undergraduates.


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