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Factors Influencing Honey Choice in Slovakia and Hungary: A Comparative Study

Author

Listed:
  • Peter Sedík

    (Slovak University of Agriculture in Nitra, Slovakia)

  • Marian Cvirik

    (University of Economics in Bratislava, Slovakia)

  • Cristina Bianca Pocol

    (University of Agriculture and Veterinary Medicine in Cluj-Napoca, Romania)

  • Titanilla Oravecz

    (Budapest Business University, Hungary)

Abstract

The study investigates extrinsic and intrinsic factors that influence honey purchasing decisions and their impact on honey consumption in Slovakia and Hungary. The comparative study is based on an online survey carried out during 2022. Both research samples are representative in terms of gender and age. They include honey consumers aged 18 years and older. An exploratory factor analysis (EFA) was used to investigate the relationships between 20 selected factors. The findings showed the existence of several latent factors, with slight differences between the two countries. In the Slovak honey market, four latent factors were identified: quality, price, marketing and visual factors, while in the Hungarian honey market six latent factors were identified: quality, marketing, geographic, product design and visual factors. In addition, cohort analysis showed statistically significant differences between the generations (Gen Z, Gen Y, Gen X, and Babyboomers) in both countries. The findings provide valuable insights into consumer preferences when selecting honey, which can help beekeepers develop customer-focused marketing strategies.

Suggested Citation

  • Peter Sedík & Marian Cvirik & Cristina Bianca Pocol & Titanilla Oravecz, 2025. "Factors Influencing Honey Choice in Slovakia and Hungary: A Comparative Study," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 27(69), pages 431-431, April.
    • Handle: RePEc:aes:amfeco:v:27:y:2025:i:69:p:431
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    References listed on IDEAS

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    Keywords

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    JEL classification:

    • Q13 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Markets and Marketing; Cooperatives; Agribusiness
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis

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