Recent changes in the standard of living together with economic development brought about public interest in the concept of personal well-being and emotional healing. Such awareness expanded to people’s lives in general - food, clothing, and shelter. This sense of well-being has now become particularly important in the food service industry as such a trend is getting much attention, and following this trend, the so-called “health teas” came into the spotlight in the beverage market. Due to the growth of the tea market, consumers are showing more interest in diverse kind of teas. However, studies on individual tea consumers are very rare, and rarer still are thesis that identify correlations between such factors as tea-consumers’ lifestyles, senses of well-being, and the choice of teas in the market.

Therefore this research focused on figuring out relations between tea-consumers’ lifestyles and their sense of well-being, and then identified what impact those factors have on consumers’ tea-selections. According to the research, those who drink tea are categorized as four different groups, which are health-oriented, wealth-oriented, socially-oriented and trend-oriented. And the research also divided the notion of well-being into two parts - physical and emotional.
In the first place, the researcher used canonical analysis to identify relations between lifestyles and awareness of well-being, and found some correlations between the two factors. Concerning the lifestyle part, health-oriented consumers had the most relevant factor for explaining senses of well-being, and for the part of well-being awareness, one’s interest in physical health had much to do with one’s pattern of lifestyle. The research shows that there is high correlation between the health-oriented lifestyle and senses of well-being.

Another method conducted for the research was multiple regression analysis. According to the research, the health-oriented and trend-oriented styles of life influenced one’s physical sense of well-being, while wealth-oriented and socially-oriented ones did not. It was also revealed that health-oriented and socially-oriented tendency of lifestyle influenced senses of emotional well-being, while wealth-oriented and trend-oriented factors did not. Consumers’ health-oriented, wealth-oriented and trend-oriented tendencies affected patterns of tea-selection, but one’s socially-oriented tendency did not have meaningful correlation with choices of teas. And both physical and emotional senses of well-being influenced patterns of tea selections.