A Gratification Perspective of Why People Buy Herbal Tea and What do They Want from it: A Content Analysis of Tea Products' Online Reviews

Abstract

In the three years since the spread of COVID-19, herbal medicine as a potential treatment has been presented increasingly frequently. These conversations fueled an already robust industry for herbal supplements. People can use herbal remedies without a prescription or referral from a doctor. However, several adverse consequences have been reported as a result of the unrestricted use of herbal remedies. Existing research on herbal remedies consists primarily of pharmacological and anthropological investigations; social science study on the topic is limited. This thesis questioned the social and psychological motivations behind the individuals purchase of herbal teas. The analysis of online herbal tea reviews revealed three levels of herbal tea consumption reasons: flavour and commodity attributes at the commodity level, herbal medicine effects and ingredients at the instrumental level, and personal ritual activity and lifestyle choices at the symbolic level. The thesis identifies three distinct groups of herbal tea drinkers whose consumption patterns and motivations differ dramatically. These results contribute to the public's comprehension of herbal remedies and to the government's management of this expanding market. Keywords Gratification Theory, Content Analysis, Consumption, Online Reviews, Teabags