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Consumers’ attitude towards honey consumption for its health benefits: first insights from an econometric approach

Raffaele Zanchini (Department of Agriculture, Forest and Food Sciences (DISAFA), University of Turin, Torino, Italy)
Simone Blanc (Department of Agriculture, Forest and Food Sciences (DISAFA), University of Turin, Torino, Italy)
Liam Pippinato (Department of Agriculture, Forest and Food Sciences (DISAFA), University of Turin, Torino, Italy)
Giuseppe Di Vita (Department of Agriculture, Forest and Food Sciences (DISAFA), University of Turin, Torino, Italy)
Filippo Brun (Department of Agriculture, Forest and Food Sciences (DISAFA), University of Turin, Torino, Italy)

British Food Journal

ISSN: 0007-070X

Article publication date: 17 January 2022

Issue publication date: 3 November 2022

450

Abstract

Purpose

As is well known, there are several aspects that characterise honey consumption and the reasons for purchasing it. Despite this, little attention has been paid to the drivers that move consumers towards the use of honey for its health benefits and therapeutic properties. The aim of this study is to define which drivers move the consumption of honey for its health benefits.

Design/methodology/approach

The study, conducted on 640 Italian honey consumers, applied inferential tests (Chi-square) and an econometric model (logit regression), and showed that about 66% of the respondents stated that they consume honey for its health properties.

Findings

The main drivers of honey consumption are both among the intrinsic (Colour) and extrinsic (Origin and Organic certification) attributes of the product. What also emerges is that the propensity to consume honey for health purposes is influenced by the consumer characteristics and habits, such as Age cohort, Gender, BMI and Large retail buyer. Moreover, we observed that consumption is influenced by BMI but not by lifestyle characteristics such as sport and diet.

Originality/value

This study could be a support tool for policymakers who are interested in promoting good nutrition and improving public health, since there is great interest in the functional properties of foods and the need to enhance the value of products, while at the same time ensuring consumer protection.

Keywords

Acknowledgements

Funding: This research was funded by the European Union, INTERREG V-A France–Italie (ALCOTRA) (2014–2020) — “INNOV'API (n. 1,580)—Innovation sanitaire pour la durabilité des exploitations apicoles”.

Citation

Zanchini, R., Blanc, S., Pippinato, L., Di Vita, G. and Brun, F. (2022), "Consumers’ attitude towards honey consumption for its health benefits: first insights from an econometric approach", British Food Journal, Vol. 124 No. 12, pp. 4372-4386. https://doi.org/10.1108/BFJ-09-2021-0992

Publisher

:

Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

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