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An empirical examination of consumer preferences for honey in Croatia

Author

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  • Kristina Brščić
  • Tina Šugar
  • Danijela Poljuha

Abstract

In past years, beekeeping as an agricultural sector has become more organized, but there is still a gap in knowledge in considering consumer preferences for honey. The aim of the research was to determine consumer preferences for honey and their attitudes towards the Protected Designation of Origin (PDO) label. Also, in the article is presented the current situation regarding the honey market and legislation of the PDO label at the EU and national levels. The result of the empirical research carried out on a sample of 1008 respondents showed that they mostly prefer a mild flavour and brighter colour of honey. According to the type, most of the respondents prefer acacia rather than floral and meadow honeys or other types of honey. The most common method of honey purchase is directly from the producers (75%). The results of the Principle Component Analysis (PCA) showed that the most important attributes are the intrinsic attributes of the honey and that the most common reasons for purchasing and consuming honey are for its health and medical benefits. The obtained results fill the gap in knowledge regarding consumer preferences for honey in the Croatian market and can be useful for the creation of new honey-marketing strategies for local beekeepers.

Suggested Citation

  • 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.
    • Handle: RePEc:taf:applec:v:49:y:2017:i:58:p:5877-5889
    DOI: 10.1080/00036846.2017.1352079
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    Cited by:

    1. Despina Popovska Stojanov & Lazo Dimitrov & Jiří Danihlík & Aleksandar Uzunov & Miroljub Golubovski & Sreten Andonov & Robert Brodschneider, 2021. "Direct Economic Impact Assessment of Winter Honeybee Colony Losses in Three European Countries," Agriculture, MDPI, vol. 11(5), pages 1-11, April.
    2. 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.
    3. Kelemen-ErdÅ‘s Anikó & Kokthi, Elena & Ledia Thoma Boshnjaku, 2019. "Analyzing Consumer Preferences for Honey: Empirical Evidence from Albania," Proceedings- 11th International Conference on Mangement, Enterprise and Benchmarking (MEB 2019),, Óbuda University, Keleti Faculty of Business and Management.
    4. Pocol, Cristina Bianca & Šedík, Peter & Glogovețan, Alexandra-Ioana & Brumă, Ioan Sebastian, 2022. "Traceability issues of honey from the consumers' perspective in Romania," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 25(5), December.
    5. Monica Vercelli & Luca Croce & Teresina Mancuso, 2020. "An Economic Approach to Assess the Annual Stock in Beekeeping Farms: The Honey Bee Colony Inventory Tool," Sustainability, MDPI, vol. 12(21), pages 1-14, November.
    6. Teresina Mancuso & Luca Croce & Monica Vercelli, 2020. "Total Brood Removal and Other Biotechniques for the Sustainable Control of Varroa Mites in Honey Bee Colonies: Economic Impact in Beekeeping Farm Case Studies in Northwestern Italy," Sustainability, MDPI, vol. 12(6), pages 1-16, March.
    7. 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.
    8. Petjon Ballco & Fatma Jaafer & Tiziana de Magistris, 2022. "Investigating the price effects of honey quality attributes in a European country: Evidence from a hedonic price approach," Agribusiness, John Wiley & Sons, Ltd., vol. 38(4), pages 885-904, October.
    9. Miroslav Čavlin & Nedeljko Prdić & Svetlana Ignjatijević & Jelena Vapa Tankosić & Nemanja Lekić & Sara Kostić, 2023. "Research on the Determination of the Factors Affecting Business Performance in Beekeeping Production," Agriculture, MDPI, vol. 13(3), pages 1-22, March.
    10. Walter Amuko & Stephen W. Kalule & Walter Odongo, 2023. "The relationship between market information and entrepreneurial orientation: the case of smallholder honey producers in Northern Uganda," Agricultural and Food Economics, Springer;Italian Society of Agricultural Economics (SIDEA), vol. 11(1), pages 1-17, December.
    11. Riccardo Testa & Antonio Asciuto & Giorgio Schifani & Emanuele Schimmenti & Giuseppina Migliore, 2019. "Quality Determinants and Effect of Therapeutic Properties in Honey Consumption. An Exploratory Study on Italian Consumers," Agriculture, MDPI, vol. 9(8), pages 1-12, August.
    12. Bir, Courtney L. & Lambert, Lixia H. & Schaefer, K. Aleks, 2024. "Mutual Recognition and Regulatory Disharmony in Organic Honey Certification," 2024 Annual Meeting, July 28-30, New Orleans, LA 343896, Agricultural and Applied Economics Association.

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