Abstract: 【Objective/Meaning】In order to understand the tea consuming intention of the current young group, the representative college students were selected as the research object to cultivate the tea drinking habits of the young group, thus to help to solve the imbalance of tea production and sales in China. 【Methods/Procedures】By using AMOS software, the structural equation model was verified and analyzed from five aspects including individual cognitive factor, environmental factor, marketing mix factor, tea drinking habits and tea drinking intentions, with the students in three universities in Shandong Province as the research samples. 【Results/Conclusions】All the five factors have passed the significance testing. Except that the environmental factor and marketing mix factor had negative impacts on tea drinking habits, and the marketing mix factor had a negative impact on tea drinking intention, all the other factors had positive impacts on tea drinking intention. It was suggested that new marketing methods should be adopted to cultivate the students' tea drinking intention.