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Analysis of Consumers’ Willingness to Pay for Honey in China

Author

Listed:
  • Mi Zeng

    (College of Economics and Management, Jiangxi Agricultural University, Nanchang 330045, China)

  • Wei Yu Yan

    (Honeybee Research Institute, Jiangxi Agricultural University, Nanchang 330045, China
    Jiangxi Province Key Laboratory of Honeybee Biology and Beekeeping, Nanchang 330045, China)

  • Zhi Jiang Zeng

    (Honeybee Research Institute, Jiangxi Agricultural University, Nanchang 330045, China
    Jiangxi Province Key Laboratory of Honeybee Biology and Beekeeping, Nanchang 330045, China)

Abstract

Although China is the largest honey producer in the world, domestic consumption is relatively low. Therefore, this study aims to conduct a detailed investigation of honey consumption in the Chinese mainland and identify the main factors determining it. The survey data are from 960 respondents in Jiangxi Province in eastern China. The results showed that respondents mostly prefer an intense flavor (46.46%) and that the color is less important (35.94%). Regarding the types of honey, most respondents prefer runny honey (50.83%) rather than set honey (22.81%). The most common way of buying honey is by a direct sale from beekeepers (44.90%). Most of the respondents have confidence in the quality of domestic honey (87.40%), and the majority consume honey because it is a healthy and nutritious food (74.48%). The results of Fisher’s discriminant analysis indicated that the most important attributes are taste and consistency (of the intrinsic attributes) and price (of the extrinsic attributes), which are the most common reasons for purchasing. These findings provide a better understanding of honey consumption in the Chinese mainland, and they can provide guidance for developing marketing strategies and increasing the level of consumer satisfaction.

Suggested Citation

  • Mi Zeng & Wei Yu Yan & Zhi Jiang Zeng, 2023. "Analysis of Consumers’ Willingness to Pay for Honey in China," Sustainability, MDPI, vol. 15(2), pages 1-10, January.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:2:p:1500-:d:1033825
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    References listed on IDEAS

    as
    1. Jelena Vapa-Tankosić & Svetlana Ignjatijević & Jelena Kiurski & Jovana Milenković & Irena Milojević, 2020. "Analysis of Consumers’ Willingness to Pay for Organic and Local Honey in Serbia," Sustainability, MDPI, vol. 12(11), pages 1-23, June.
    2. Kristina Brščić & Tina Šugar & Danijela Poljuha, 2017. "An empirical examination of consumer preferences for honey in Croatia," Applied Economics, Taylor & Francis Journals, vol. 49(58), pages 5877-5889, December.
    3. Shang Wu & Jacob R. Fooks & Kent D. Messer & Deborah Delaney, 2015. "Consumer demand for local honey," Applied Economics, Taylor & Francis Journals, vol. 47(41), pages 4377-4394, September.
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