Public Brand Governance and Consumer Perception of Lushan Yunwu Tea in China: Implications for Lifespan Consumer Well-Being

DOI

10.2991/978-94-6239-797-2_11How to use a DOI?

Keywords

Lushan Yunwu; Lifespan Innovation; Consumer Well-being; Intergenerational Cultural perpetuation; Healthy Consumption

Abstract

Public regional agricultural brands with strong historical and cultural heritage often face a paradox: they possess immense latent brand equity yet achieve disappointing market performance. Using the Chinese tea “Lushan Yunwu” as a qualitative single-case study, we examine how governance failures translate into a crisis in consumer perception. Although the brand has millennia of heritage, terroir-based quality, and an estimated theoretical value of nearly RMB 5 billion, its recognized brand image in China’s national market remains vague, fragmented, and sometimes negative. The study puts forward and substantiates a process model linking governance failure to signal breakdown and experiential fracture, culminating in perception collapse, and provides a diagnostic framework and effective guidance to revitalize similarly situated public regional agricultural brands. Beyond brand revitalization, this case also speaks to any broader lifespan-innovation agenda. As consumers across the life course progressively value trustworthy, culturally meaningful, and health-related food choices, the governance of public agricultural brands becomes relevant not only to market performance but also to consumer well-being, intergenerational cultural sustainability, and sustainable quality-of-life enhancement. In this sense, restoring public trust in Lushan Yunwu Tea is linked to how traditional food heritage can remain credible, accessible, and meaningful in an aging, longevity-conscious society.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Siyang Liu
AU  - Chuanchen Bi
PY  - 2026
DA  - 2026/10/14
TI  - Public Brand Governance and Consumer Perception of Lushan Yunwu Tea in China: Implications for Lifespan Consumer Well-Being
BT  - Proceedings of the 2nd International Conference on Lifespan Innovation (ICLI 2026) national Conference on Lifespan Innovation
PB  - Atlantis Press
SP  - 92
EP  - 99
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-94-6239-797-2_11
DO  - 10.2991/978-94-6239-797-2_11
ID  - Liu2026
ER  -