<abstract xmlns="http://www.w3.org/1999/xhtml"><p>Production of honey is the main determinant of profitability in the beekeeping sector. However, high production does not always imply higher profits. A major determinant of the profitability of an apiary is the ability to sell the acquired product. The aim of the study was to present the most important factors influencing consumer honey purchasing behavior. The results showed that honey can simultaneously satisfy a multitude of needs - nutritional, taste, prophylactic, and medicinal. Consumer decisions to buy honey are influenced by economic factors, indicating the financial situation of households. The decision is often habitual and dictated by knowledge of the value of honey. Psychological and social determinants are the main motives when choosing among the varieties of honey. Studies have shown that the average annual per capita consumption of honey was 1.32 kg. However, honey consumption rates differed strongly, ranging from 0.066 to 0.4 kg per person per month. More than 60% of respondents indicated the high or very high price of honey. Buying honey directly from the beekeeper was widespread among respondents (63.9%). Some respondents (7.2%) stated that they do not consume honey at all, but price cuts and the opportunity to taste test honey at the point of sale would be an incentive for them.</p></abstract>

Production of honey is the main determinant of profitability in the beekeeping sector. However, high production does not always imply higher profits. A major determinant of the profitability of an apiary is the ability to sell the acquired product. The aim of the study was to present the most important factors influencing consumer honey purchasing behavior. The results showed that honey can simultaneously satisfy a multitude of needs - nutritional, taste, prophylactic, and medicinal. Consumer decisions to buy honey are influenced by economic factors, indicating the financial situation of households. The decision is often habitual and dictated by knowledge of the value of honey. Psychological and social determinants are the main motives when choosing among the varieties of honey. Studies have shown that the average annual per capita consumption of honey was 1.32 kg. However, honey consumption rates differed strongly, ranging from 0.066 to 0.4 kg per person per month. More than 60% of respondents indicated the high or very high price of honey. Buying honey directly from the beekeeper was widespread among respondents (63.9%). Some respondents (7.2%) stated that they do not consume honey at all, but price cuts and the opportunity to taste test honey at the point of sale would be an incentive for them.

Factors influencing consumer behavior relating to the purchasing of honey part 1. The buying process and the level of consumption

Wroclaw University of Environmental and Life Sciences Department of Environmental Hygiene and Animal Welfare Chełmońskiego 38C, 51-630 Wrocław, Poland

Journal of Apicultural Science

Production of honey is the main determinant of profitability in the beekeeping sector. However, high production does not always imply higher profits. A major...

Factors influencing consumer behavior relating to the purchasing of honey part 1. The buying process and the level of consumption

Published Online: Dec 31, 2013

Page range: 159 - 172

DOI: https://doi.org/10.2478/jas-2013-0026

Keywords
behavior, consumer behavior, determinants, honey, needs

This content is open access.

Factors influencing consumer behavior relating to the purchasing of honey part 1. The buying process and the level of consumption

Published Online: Dec 31, 2013

Page range: 159 - 172

DOI: https://doi.org/10.2478/jas-2013-0026

Keywordsbehavior, consumer behavior, determinants, honey, needs

This content is open access.

Keywords
behavior, consumer behavior, determinants, honey, needs