Italian Consumer Preferences for Eucalyptus Honey: An Exploratory Study

The growing concern for environmental issues has underlined the need to promote sustainable consumption and production. Taking into consideration the three pillars of sustainability, honey should be seen as an important food from a sustainability perspective. Among honey varieties, the eucalyptus one is becoming increasingly popular with people for its aroma and the plant’s therapeutic properties. However, the beekeeping sector in Italy does not yet have sufficient knowledge and understanding of consumer needs with a view to increasing earnings. This paper aimed to analyze the drivers that make people pick eucalyptus honey and tries to investigate which extrinsic and intrinsic quality attributes affect consumer behavior. Data came from an online survey of 403 Italian honey consumers. An ordered Probit model was applied. The results show that consumers consider the taste, viscosity, therapeutic properties, brand reputation, variety, geographical indication, Italian origin, and organic certification of honey as the most important factors that drive the consumption of eucalyptus honey. The findings of the study should help the beekeepers and provide them with the right tools of communication, such as quality or sustainability labeling, thereby increasing their competitiveness.