Consumers' Preferences for Locally Produced Honey in Hungary

Titanilla Oravecz, Laszlo Mucha, Robert Magda, Gedeon Totth and Csaba Bálint Illés
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Titanilla Oravecz: Marketing Department, Faculty of International Management and Business, Budapest Business School, H-1165, Budapest, Diósy Lajos u. 22-24., Hungary
Laszlo Mucha: Doctoral School of Management and Business, Szent István University, H-2100, Gödöllő, Páter Károly utca 1., Hungary
Robert Magda: Department of Microeconomics, Faculty of Economics and Social Sciences, Szent István University, H-2100, Gödöllő, Páter Károly utca 1., Hungary
Gedeon Totth: Marketing Department, Faculty of International Management and Business, Budapest Business School, H-1165, Budapest, Diósy Lajos u. 22-24., Hungary
Csaba Bálint Illés: Institute of Business Economics, Leadership and Management, Faculty of Economics and Social Sciences, Szent István University, H-2100, Gödöllő, Páter Károly utca 1., Hungary

Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, 2020, vol. 68, issue 2, 407-418

Abstract: 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.

Keywords: consumer; consumer behaviour; certification marks; honey consumption; local food; retail; sustainability (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:mup:actaun:actaun_2020068020407

DOI: 10.11118/actaun202068020407

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