Brand Perception and Purchase Intention of Tea Packaging Design among Generation Z in China: An Empirical SEM Analysis

Background : China’s Generation Z consumers (aged 18–30) are reshaping the tea market with their purchasing power and emphasis on emotional and social values. Previous research on tea packaging has primarily focused on visual aesthetics, overlooking the combined influence of emotional, social, and functional factors on brand perception and purchase intention. This study adopts the Stimulus-Organism- Response (S-O-R) framework, Norman’s three-level emotional design theory, and perceived value theory to examine how packaging stimuli—specifically perceived beauty, emotional value, social influence, and functional perception—affect brand perception and ultimately drive purchase intention among Gen Z tea consumers in China.<br/>Methods : An online survey was conducted with 484 Chinese respondents aged 18–30, using a 5-point Likert scale to measure perceived beauty, emotional value, social influence, functional perception, brand perception, and purchase intention. Reliability and validity tests confirmed the appropriateness of the scale. Structural equation modeling (SEM) was used to test nine hypothesized paths, and bootstrap analysis assessed mediating effects. Nonparametric tests were conducted to compare perceptions across different levels of purchase intention.<br/>Results : Perceived beauty (β = 0.190, p = 0.005), emotional value (β = 0.159, p = 0.004), social influence (β = 0.109, p = 0.009), and functional perception (β = 0.109, p = 0.028) all had significant direct effects on purchase intention. Brand perception partially mediated all four paths, indicating that external packaging factors positively influence Gen Z consumers’ purchasing behavior, with brand perception serving as a key linking mechanism. The findings suggest that designers and brands should adopt a collaborative design strategy. Otherwise, packaging may convey a fragmented narrative, making it difficult to foster consistent consumer preferences and actions.<br/>Conclusions : This study is the first to integrate the S-O-R framework, Norman’s emotional design theory, and perceived value theory into a unified SEM model, revealing two distinct pathways in China’s Gen Z tea market: beauty → emotion → brand → purchase and function → brand → purchase. Emotional evaluation emerged as a critical driver linking packaging cues to purchase intention, with brand awareness playing a central mediating role. For tea brands and designers, this implies the need to combine credible functionality with aesthetic elements that evoke emotional responses, reinforce brand meaning through social narratives, and maintain consistency across all consumer touchpoints to enhance brand evaluation and conversion rates.