Acta Univ. Agric. Silvic. Mendelianae Brun. 2020, 68, 407-418

https://doi.org/10.11118/actaun202068020407
Published online 2020-04-29

Consumers' Preferences for Locally Produced Honey in Hungary

Titanilla Oravecz1, Laszlo Mucha2, Robert Magda3, Gedeon Totth1, Csaba Bálint Illés4

1Marketing Department, Faculty of International Management and Business, Budapest Business School, H-1165, Budapest, Diósy Lajos u. 22-24., Hungary
2Doctoral School of Management and Business, Szent István University, H-2100, Gödöllő, Páter Károly utca 1., Hungary
3Department of Microeconomics, Faculty of Economics and Social Sciences, Szent István University, H-2100, Gödöllő, Páter Károly utca 1., Hungary
4Institute of Business Economics, Leadership and Management, Faculty of Economics and Social Sciences, Szent István University, H-2100, Gödöllő, Páter Károly utca 1., Hungary

Received February 16, 2020
Accepted March 10, 2020

Sustainability is considered in relation to the consumption of local food. Consumers have recently become more concerned about food safety, including potential impurities in Asian honey. Some consumers believe that eating local honey products might be a way to avoid food safety risks. Food security is also guaranteed by certification marks that create confidence in consumers, and help their decisions in buying. The aim of the paper is to identify the main characteristics of Hungarian consumer preferences when buying honey. In this article we analyse the consumer behaviour of Hungarian hive products. This study was supported by the data from a nationwide consumer survey carried out in 2016. A total of 1584 subjects participated in this survey, the sample is representative for gender, age and highest level of education in Hungary. The results of our study show the actual potential consumers of the Hungarian honey products. Based on the results, the consumers we interviewed consider the consumption of honey of Hungarian origin very important, and they prefer to purchase these products directly or indirectly from the beekeepers. Well-informed consumers in terms of honey certification marks consider some features of honey (Hungarian origin; region of origin; brand, producer name; certification marks) significantly more important than uninformed consumers. Awareness of the certification marks helps consumer decisions which are confirmed by the fact that consumers who are informed about honey certification marks were not affected by honey counterfeits.

Funding

Supported by the ÚNKP-19-3-III-SZIE-6 New National Excellence Program of the Ministry for Innovation and Technology.

References

80 live references