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Consumers’ Perceptions and Behaviors Regarding Honey Purchases and Expectations on Traceability and Sustainability in Italy

Author

Listed:
  • Giulia Mascarello

    (Communication Department, Istituto Zooprofilattico Sperimentale delle Venezie, 35020 Legnaro, Italy)

  • Anna Pinto

    (Communication Department, Istituto Zooprofilattico Sperimentale delle Venezie, 35020 Legnaro, Italy)

  • Stefania Crovato

    (Communication Department, Istituto Zooprofilattico Sperimentale delle Venezie, 35020 Legnaro, Italy)

  • Barbara Tiozzo Pezzoli

    (Communication Department, Istituto Zooprofilattico Sperimentale delle Venezie, 35020 Legnaro, Italy)

  • Marco Pietropaoli

    (Beekeeping Laboratory, Istituto Zooprofilattico Sperimentale del Lazio e della Toscana “M. Aleandri”, 00178 Rome, Italy)

  • Michela Bertola

    (National Reference Laboratory for Honey Bee Health, Istituto Zooprofilattico Sperimentale delle Venezie, 35020 Legnaro, Italy)

  • Franco Mutinelli

    (National Reference Laboratory for Honey Bee Health, Istituto Zooprofilattico Sperimentale delle Venezie, 35020 Legnaro, Italy)

  • Giovanni Formato

    (Beekeeping Laboratory, Istituto Zooprofilattico Sperimentale del Lazio e della Toscana “M. Aleandri”, 00178 Rome, Italy)

Abstract

Traceability is a cornerstone of sustainable honey production and consumption. Honey fraud and a lack of traceability have been recently highlighted by the European Commission. Innovative systems aimed at guaranteeing food safety ’from farm to fork’ and improved controls are highly recommended. Within the framework of the BPRACTICES project, part of the European Union’s Horizon 2020 research and innovation program, and the ERA-Net SusAn initiative—focused on Sustainable Animal Production Systems—an advanced traceability system has been developed. This system utilizes QR code and radio-frequency identification (RFID) technology, along with a user-friendly web application, to facilitate direct interactions between producers and consumers. Despite existing research, studies on the information needs of Italian consumers regarding honey and its traceability remain limited. Understanding these needs is vital for creating effective communication strategies that enhance consumer satisfaction and trust. This study aims to identify the needs of Italian consumers’ honey during the purchasing and consumption decisions. To explore consumer perceptions, behaviors, expectations, and needs regarding honey, we employed diverse social research methodologies, including a quantitative online survey, paper-and-pencil interviews, and focus groups. The results of this study indicate a robust demand for more information on honey’s origin, production processes, and beekeeping practices, aligning with the recent EU Directive 2024/1438, which mandates clear labeling. Italian consumers would be willing to pay a premium for honey that offers detailed information about production practices and transparency. The positive reception of QR code technology by consumers suggests a growing openness to digital tools that enhance transparency and access to information. Ultimately, this research emphasizes the need for the beekeeping sector to adopt sustainable practices, improve traceability systems, and actively engage with consumers to foster trust and ensure long-term viability in the honey market. By addressing these information needs, the sector can align itself with increasing consumer demand for quality, sustainability, and transparency.

Suggested Citation

  • Giulia Mascarello & Anna Pinto & Stefania Crovato & Barbara Tiozzo Pezzoli & Marco Pietropaoli & Michela Bertola & Franco Mutinelli & Giovanni Formato, 2024. "Consumers’ Perceptions and Behaviors Regarding Honey Purchases and Expectations on Traceability and Sustainability in Italy," Sustainability, MDPI, vol. 16(20), pages 1-17, October.
    • Handle: RePEc:gam:jsusta:v:16:y:2024:i:20:p:8846-:d:1497375
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    References listed on IDEAS

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    2. Christophe Charlier & Egizio Valceschini, 2008. "Coordination for traceability in the food chain. A critical appraisal of European regulation," European Journal of Law and Economics, Springer, vol. 25(1), pages 1-15, February.
    3. Kallas, Zein & Alba, Martin Federico & Casellas, Karina & Berges, Miriam & Degreef, Gustavo & Gil, José M., 2021. "The development of short food supply chain for locally produced honey. Understanding consumers' opinions and willingness to pay in Argentina," Nülan. Deposited Documents 3234, Universidad Nacional de Mar del Plata, Facultad de Ciencias Económicas y Sociales, Centro de Documentación.
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    1. Marta Cianciabella & Giulia Mastromonaco & Antonina Sparacino & Valentina Maria Merlino & Stefano Massaglia & Giuseppe Versari & Chiara Medoro & Stefano Predieri & Simone Blanc, 2025. "Italian Consumer Interest in Sustainability, Certifications, and Traceability in Honey," Sustainability, MDPI, vol. 17(19), pages 1-16, September.
    2. Francesco Bimbo & Kristi Nico & Emilio De Meo, 2025. "Assessing the Quality and Floral Variety Market Value: A Hedonic Price Model for Honey," Sustainability, MDPI, vol. 17(9), pages 1-16, April.
    3. 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.

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