The role of intrinsic and extrinsic characteristics of honey for Italian millennial consumers

Abstract

PurposeThis study aims to examine the importance that different intrinsic and extrinsic attributes represent for young Italian consumers of honey, analysing how these aspects influence the quality perceived during consumption. In addition, demographic and lifestyle aspects have been considered as possible discriminants influencing millennial generation honey consumers.Design/methodology/approachThe authors performed a non-parametric rank-based test (Mann–Whitney U test) to analyse which attributes millennials value most, relating these to gender, sports activity or rural and urban origin. Then, to identify consumption patterns, principal component analysis, applying Kaiser normalisation and varimax rotation, was used.FindingsThis study confirms the remarkable sensitivity of the millennials towards environmental sustainability aspects. This attribute of choice seems particularly important for a clearly identifiable segment of the sample examined, represented by women who regularly practice sports and who come from urban areas. This result makes it possible to identify a type of consumer who, from early adulthood, is mindful of their lifestyle and ecological footprint. Moreover, it emerges that the most important attributes during purchasing are those related to label information, local product and origin, highlighting the awareness of young people and their maturity in the consumption of agro-food products.Originality/valueThe authors identified a trend in consumption that diverges from the classic patterns based on brand and the intrinsic characteristics of honey, but which forges new pathways more closely intertwined with the aspects of sustainability and the relationship with the territory, in addition to food safety.

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“…Żak (2017) highlights the main factors taken into consideration by young consumers when buying honey, namely its price and the sensorial features. On assessing the factors influencing the honey-purchasing process of the alleged millennial generation, Blanc et al (2021) single out perceptions that are firstly concerned with sustainability, preserving resources and environment. Further, they evaluate a series of features that have the final say when buying honey such as ecological footprint which contributes significantly to the development and support of a healthy lifestyle (Blanc et al, 2021).…”

Factors influencing Intention to Purchase Fraudulent Honey among Malaysian Consumers

“…Most scientific studies report the prevalence of honey adulteration and focus on the latest most advanced honey authenticity detection method (Fakhlaei et al, 2020;Se et al, 2019;Soares et al, 2017). From a commercial standpoint, there is an abundance of studies assessing consumers' honey preferences and honey's criteria affecting their purchase decision (Batt & Liu, 2012;Blanc et al, 2021;Kallas et al, 2019;Murphy et al, 2000). However, little is known about consumers' understanding and awareness about the issue of fraudulent honey, as such, insight on the level of consumer awareness about fraudulent honey and the effect of awareness on their intention to purchase fraudulent honey warrant further investigation.…”