Entrepreneurship in the Beekeeping Sector - Between Entrepreneurs' Motivation and Consumer Perception

Valeria Vannoni, Gabriela Boldureanu and Nicoleta-Raluca Teleman

European Journal of Interdisciplinary Studies, 2026, issue 01

Abstract: This paper examines the interplay between consumer preferences and entrepreneurial strategies in the Romanian beekeeping sector, highlighting sustainability, product authenticity, and market adaptability. The research employs a mixed-methods design, combining quantitative and qualitative approaches. The quantitative survey, conducted on 210 consumers, was analyzed using Chi-square tests, Spearman’s correlation coefficient, multiple linear regression, and logistic regression. The qualitative component consisted of interviews with seven beekeepers, analyzed through thematic analysis using NVivo software. The findings show that age, gender, trust in local producers, and the perceived importance of Romanian origin significantly influence the frequency of honey consumption. Although not all hypotheses were statistically supported, the observed behavioral patterns emphasize the relevance of product diversification, traceability, and direct producer-consumer relationships in shaping loyalty. The qualitative results highlight entrepreneurs’ motivations, ranging from tradition to financial opportunity, and their continuous adaptation to consumer demand through innovations in products, packaging and distribution. Overall, the results demonstrate that the competitiveness of Romanian beekeeping depends on integrating consumer-driven insights into entrepreneurial decision-making, with sustainability and authenticity as key drivers of long-term development.

Keywords: beekeeping; sustainable entrepreneurship; consumer preferences; honey market; beekeeping products; rural development (search for similar items in EconPapers)
JEL-codes: L26 M31 Q13 (search for similar items in EconPapers)
Date: 2026
References: Add references at CitEc
Citations:

Downloads: (external link)
https://ejist.ro/files/pdf/582.pdf (application/pdf)
https://ejist.ro/abstract/582/Entrepreneurship-in- ... eurs-Motivation.html (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:jis:ejistu:y:2026:i:01:id:582

Access Statistics for this article

More articles in European Journal of Interdisciplinary Studies from Bucharest Economic Academy Contact information at EDIRC.
Bibliographic data for series maintained by Alina Popescu ().