Abstract
In the post-pandemic era, consumers are increasingly opting for healthier and sustainable beverage choices, particularly natural plant-based herbal teas. Areca tea has gained significant popularity in this context. A study involving 150 consumers, with a focus on gender equality, explores the factors influencing choices around Areca tea. Using the VALS framework, the research identifies distinct psychographic profiles, shedding light on values, attitudes, and motivations. The findings highlight that Areca tea, as a plant-based herbal beverage, not only meets evolving demands for health and sustainability but also offers potential health benefits. This research provides valuable insights for marketers and policymakers, aiding in targeted strategies and effective product positioning in the post-pandemic landscape. The study's uniqueness lies in its application of the VALS framework, enriching our understanding of evolving consumer preferences in the contemporary beverage market.