Keywords: 
• Camellia sinensis /
• premium tea /
• consumption demand /
• consumption behavior /
• difference

Abstract: Chinese consumers demands for and consumption behaviors of premium teas was investigated and analyzed. The results indicated that the consumers top concerns were the internal quality and safety of premium teas，then their popularity and price. Consumers accepted different prices for teas with different purposes; the prices of teas for business and gift purposes were higher than those for private use. Approximately 62.7 per cent of consumers didnt care the early availability of the premium teas and 72.6 per cent didnt care the tenderness. About 40.7 per cent of consumers believed that the premium teas made from seedling landraces and clonal tea cultivars both had their unique advantages. Nevertheless，the number of consumers fond of clones was much larger. 65.5 per cent of consumers like hand-made premium teas or teas made by both hand and machine. Only 10.0 per cent preferred machinery made teas. 91.0 per cent of consumers recognized the three security certificates，namely non-pollution food，green food and organic food，and 85.0 per cent recognized QS （quality safety） certificate. About 77.4 per cent and 76.1 per cent of consumers paid attention to the brands and special packages of premium teas. The most favorable unit packages were 50 g and 2-3 g. Producers and consumers had comparatively significant differences in the awareness of hand-made and machinery-made，the earliness and tenderness of premium teas，which should obtain great attentions in order to keep the premium tea industry develop healthily and stably.［Ch，1 fig. 3 tab. 17 ref.］