Italian Consumer Interest in Sustainability, Certifications, and Traceability in Honey

Marta Cianciabella, Giulia Mastromonaco, Antonina Sparacino, Valentina Maria Merlino, Stefano Massaglia, Giuseppe Versari, Chiara Medoro (), Stefano Predieri and Simone Blanc
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Marta Cianciabella: Institute for Bioeconomy (IBE), Italian National Research Council, Via P. Gobetti 101, 40129 Bologna, Italy
Giulia Mastromonaco: Department of Agricultural, Forest, and Food Sciences, University of Turin, Largo Paolo Braccini 2, Grugliasco, 10095 Turin, Italy
Antonina Sparacino: Department of Agricultural, Forest, and Food Sciences, University of Turin, Largo Paolo Braccini 2, Grugliasco, 10095 Turin, Italy
Valentina Maria Merlino: Department of Agricultural, Forest, and Food Sciences, University of Turin, Largo Paolo Braccini 2, Grugliasco, 10095 Turin, Italy
Stefano Massaglia: Department of Agricultural, Forest, and Food Sciences, University of Turin, Largo Paolo Braccini 2, Grugliasco, 10095 Turin, Italy
Giuseppe Versari: Institute for Bioeconomy (IBE), Italian National Research Council, Via P. Gobetti 101, 40129 Bologna, Italy
Chiara Medoro: Institute for Bioeconomy (IBE), Italian National Research Council, Via P. Gobetti 101, 40129 Bologna, Italy
Stefano Predieri: Institute for Bioeconomy (IBE), Italian National Research Council, Via P. Gobetti 101, 40129 Bologna, Italy
Simone Blanc: Department of Agricultural, Forest, and Food Sciences, University of Turin, Largo Paolo Braccini 2, Grugliasco, 10095 Turin, Italy

Sustainability, 2025, vol. 17, issue 19, 1-16

Abstract: Honey has a long cultural tradition in Italy, valued for its sensory properties and health benefits. However, in recent years, the beekeeping sector has faced various challenges due to climate change, biodiversity loss, and economic pressures. Therefore, growing consumer awareness of sustainability, traceability, and ethical aspects is influencing food choices and putting niche-market products, such as honey, in the spotlight. This research analysed data from an online survey of Italian consumers to examine their attitudes toward honey. The analysis focused on the primary drivers of consumer behaviour, the state of sustainability efforts, and the importance of certifications and traceability in influencing preferences. The results showed that, beyond taste and health considerations, Italian consumers expressed a strong sensitivity and awareness of the beekeeping sector’s needs and their high engagement in ethical issues, food quality, safety and certification standards, and environmental protection. These findings provide useful insights for producers and policymakers to promote sustainable beekeeping and enhance consumer trust by implementing targeted communication strategies and certification schemes.

Keywords: environment; green consumption; sustainable; beekeeping; certifications; traceability; Italian consumers (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2025
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