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Article

A Consumer-Centric Approach for a Sustainable Honey Supply Chain: The Case of Strawberry Tree Honey

by
Ioannis Papachristos
,
Foivos Anastasiadis
*,
Maria Kontopanou
and
Giannis T. Tsoulfas
Department of Agribusiness & Supply Chain Management, Agricultural University of Athens, 32200 Thiva, Greece
*
Author to whom correspondence should be addressed.
Sustainability 2024, 16(16), 6957; https://doi.org/10.3390/su16166957
Submission received: 19 July 2024 / Revised: 10 August 2024 / Accepted: 12 August 2024 / Published: 14 August 2024
(This article belongs to the Special Issue Sustainable Innovation in Logistics and Supply Chain Management, 2nd Edition)
Versions Notes

Abstract

:
The consumption of honey has gained significant attention in recent years due to its numerous health benefits. It is important to understand the role of consumers in the honey supply chain, as their preferences have a substantial impact on industry practices. Consumer demand for high-quality, safe, and sustainable honey encourages producers to improve transparency and sustainability in their operations. This consumer-centric approach is essential for creating strong connections between supply chain stakeholders and end-users, promoting a more sustainable food system. This study centres on strawberry tree honey, which is rich in antioxidants, anti-inflammatory properties, and antimicrobial activities. It explores the key factors driving consumer choices in strawberry tree honey and evaluates their impact across the entire supply chain. A survey examined consumer preferences for conventional honey and organic strawberry tree honey, revealing a clear trend toward sustainable options. The findings highlighted the significant impact of consumer behaviour on driving sustainable practices within the honey supply chain. This study also shed light on consumers’ perceptions of organic strawberry tree honey and their connection to the entire supply chain. These findings support previous studies on organic products, demonstrating the crucial link between consumer choices for organic honey and the sustainability of the supply chain.

1. Introduction

Honey is among the most widely used sweeteners globally, composed of glucose and fructose, and uniquely enriched with proteins, minerals, amino acids, and vitamins [1]. Its high nutritional value and the absence of processing have significantly increased its popularity, leading to its inclusion in the daily diets of an increasing number of individuals. Additionally, honey is a crucial ingredient in cosmetics and various pharmaceutical products [2]. The production of honey is predominantly local and undertaken by smallholders and SMEs [3]. Despite the relatively small size of the apiculture sector, it is paramount to agriculture [4].
Strawberry tree (Arbutus unedo L.) honey, predominantly harvested in Southern Europe, is a highly valued unifloral honey known for its unique strong bitter flavour [5]. This honey, often called “bitter honey,” is a typical product of Mediterranean regions, especially Sardinia [6]. Despite its esteemed status among food enthusiasts and honey specialists, the production of strawberry tree honey is limited, contributing to its higher market price than other unifloral kinds of honey [7]. Due to the complexity of its authentication, sensory and chemical analyses are crucial to ensure its authenticity and prevent fraud [8]. The increasing interest in strawberry tree honey is attributed to its high nutritional value and health benefits, primarily due to its rich phenolic content and potent antioxidant activity [9]. Traditionally used for medicinal purposes, this honey has garnered attention for its potential health benefits, which are linked to its phenolic compounds and antioxidants. However, the phytochemical characterization and beneficial functions of strawberry tree honey remain under-researched, with limited studies investigating its physicochemical properties.

1.1. Honey Supply Chain and the Role of Consumers

The honey supply chain is of significant interest due to its distinct characteristics compared to other agri-food supply chains [10]. Although honey is classified as a primary livestock product, it notably undergoes minimal processing. Honey reaches consumers either through retail channels or direct sales from producers [11]. Depending on the region, producers may sell their products in local markets or through customer networks, such as e-shops. While the honey supply chain appears less intricate than other agri-food supply chains, the production of honey necessitates specialized equipment and expertise. Additionally, the marketing of honey faces several challenges, limiting its availability to a broader consumer base [12].
In the contemporary business environment, which is characterized by rapid change, supply chains come against increased turbulence and market uncertainty. The worldwide environmental and health crises have significantly raised consumers’ standards regarding food safety and quality, raising competition in the agri-food sector [13]. Consequently, there is a growing imperative for supply chains to adapt by integrating more flexible planning [14]. The adoption of resilient frameworks in agri-food supply chain management has recently been prioritized, as they respond to sustainable requirements and, at the same time, ensure a strong competitive advantage [15]. In response to these dynamics, certain authors have proposed the conceptual constructs of consumer-driven supply chains (CDSCs) and consumer-centric supply chains (CCSCs), wherein the ultimate consumer is viewed as an integral participant within the interconnected processes of the supply chain [13].

1.2. Honey and Consumer Preferences

The global demand for honey has steadily increased, driven by trends in the food market primarily focusing on healthy eating habits, lifestyle choices, and sustainable consumption [16]. Similar to other food products, honey’s marketing strategy hinges on a combination of attributes, with consumers evaluating its quality based on various factors [17]. To meet consumer demands, it is crucial to recognize and understand the diverse preferences of the consumer base. Several researchers have investigated how different characteristics of honey, such as price, brand name, country of origin, climate, regional knowledge, and sustainability, influence its perceived quality.
Having a tradition as a highly nutritional food, honey has been extensively studied for its health advantages. Numerous studies highlight the importance of health considerations in consumers’ preferences for honey [18]. There have been several claims concerning the positive impact of honey consumption on human health due to its high concentration of antioxidants [5]. Honey has also been promoted in modern cuisine, as it is considered a nutritious alternative to sugar and other sweeteners, often being characterized as a superfood [7]. Consumers seem to prioritize honey’s therapeutic properties, valuing the healthiness of locally produced honey and being willing to pay a premium for honey perceived as healthy and locally sourced, ensuring authenticity [17]. On the other hand, there have been studies arguing that price is a restrictive factor in buying honey products with higher prices [19]. These controversial research results reveal the need for further investigation of consumer preferences and their willingness to buy honey products.
Many researchers have also studied how different attributes of honey, such as taste, colour, and aroma, influence consumer purchasing behaviour [20]. Especially in the case of organic strawberry tree honey, the taste seems to consist of a unique characteristic, making it widely known for its bitter taste [6]. Even though taste seems to be a significant factor affecting honey production, there has been no clear correlation between customers’ taste preferences and intention to consume honey.
Sustainability has become a prominent concern due to heightened ecological awareness. This has led consumers to seek products that align with this perspective, increasing demand for organic products within the food industry [21]. The EU has promoted and implemented sustainable strategies, such as the Farm-to-Fork policy and the Green deal which promote the production and consumption of organic products, using less fertilizer and more environmentally friendly materials and adopting sustainable food production practices [22]. The connection between sustainable and organic products has been very strong in the eyes of consumers, leading to more and more products being certified as organic to strengthen their competitive advantage [23]. The research of consumer preferences and their intention to buy organic products gives useful insights regarding organic market trends and reveals ways to promote sustainable food consumption aiming to introduce more people to its benefits [24]. Studies regarding the connection between sustainability and organic food products as construed by consumers has been researched lately, proving the strong interconnection between organic labels and sustainable food consumption [25]. Even if consumers’ preferences for organic honey have not yet been studied, there has been similar research proving consumers’ preference for honey with a Protected Designation of Origin (PDO) [12].
Numerous studies have investigated consumer preferences concerning the purchase location of honey, contrasting local markets, direct purchases from beekeepers, and large supermarkets. Findings indicate that the increased concerns about fraud and production safety seem to push consumers to seek local beekeepers to directly buy their products [11]. Although some studies suggest a preference for purchasing honey from supermarkets, they also underscore the importance of the honey’s local origin, revealing a potential contradiction in consumer behaviour.

1.3. Research Questions

Recent studies have delved into consumer behaviour, examining what influences consumer choice and preference in honey consumption [16,26,27]. The literature reveals that consumer attitudes and preferences toward honey are often linked to extrinsic and sensory attributes [26,28,29], health benefits [16,30,31], and environmental sustainability [17,28].
Despite the appealing characteristics of organic strawberry tree honey, the beekeeping sector in Greece lacks comprehensive knowledge about consumer preferences. In particular, preferences for strawberry tree honey in Greece remain largely unexplored. This study aims to analyse the factors driving consumer choices between conventional honey and organic strawberry tree honey, focusing on sensory characteristics, external attributes, and health and medical benefits.
The variables were selected based on their significance in the existing literature and their relevance to consumer behaviour. Sensory characteristics such as taste, aroma, and texture are crucial as they directly impact consumer enjoyment and satisfaction. External characteristics like packaging, branding, and price influence purchasing decisions by affecting consumer perception and value assessment. Health and medical benefits are increasingly important in consumer choices due to rising health consciousness and interest in natural products.
The same variables were used for both conventional honey and organic strawberry tree honey to allow for a direct comparison. This approach helps identify which factors most significantly influence consumer habits for each type of honey, providing insights into preferences and purchasing intentions across different honey varieties.
From an empirical standpoint, this study seeks to contribute to the existing literature by providing insights into consumer perceptions of conventional honey and organic strawberry tree honey. Additionally, it offers empirical evidence that can help farmers enhance their agricultural income through diversification strategies.
Understanding consumer preferences for honey is crucial for developing effective marketing strategies, increasing consumer satisfaction, and boosting beekeepers’ earnings. Our research hypothesis posits that marketing strategies employed by beekeeping companies align with consumer needs, suggesting a correlation between the attributes promoted by these companies and the characteristics valued by consumers.
This research aims to explore consumer preferences by addressing the following questions:
RSQ1.
How do sensory characteristics, external characteristics, and health and medical benefits impact the consumption habits for conventional honey?
RSQ2.
How do sensory characteristics, external characteristics, and health and medical benefits impact the consumption habits for organic strawberry tree honey?
RSQ3.
What differences exist in consumer preferences between conventional honey and organic strawberry tree honey?
RSQ4.
Which variables most significantly affect the intention to purchase organic strawberry tree honey?
The rest of this paper is organized as follows: Section 2 outlines the methodology, covering both the Spearman correlation and multiple linear regression analyses. Section 3 presents the main findings of the analysis. Section 4 discusses the results, while Section 5 offers conclusions. Finally, the last section addresses limitations and suggests directions for future research.

2. Materials and Methods

2.1. Data Collection

The survey was conducted using a Greek structured questionnaire, implemented in Google Forms. The online survey remained active for June 2024, and by its conclusion, 230 completed questionnaires were collected for data analysis. A key advantage of using an online survey was the quick aggregation of results, as responses were automatically recorded, eliminating the need for the manual coding and data entry typical of postal surveys. This method proved to be a cost-effective means of gathering participants’ opinions. A snowball sampling technique was used. The survey was advertised using the social media accounts of the researchers. Before participation, respondents were informed about the scientific purpose of the survey by the researchers and reassured about the safety of their personal data. The importance of single submissions to maintain data integrity was communicated. Participation was voluntary, and informed consent was obtained from all participants. All information provided was treated confidentially, and respondents’ identities remained anonymous. Following a pretest with 20 randomly selected consumers, the initial questionnaire was refined to ensure clarity and fluency. The questionnaire aimed to identify consumer attitudes towards the consumption of both conventional honey and organic strawberry tree honey, as well as the characteristics that influence their consumption. Additionally, it evaluated consumers’ future intentions to purchase organic strawberry tree honey. Kline [32] recommended a sample size of 10 cases per measurement item for research studies. In this investigation, there were 16 measurement items for conventional honey and 20 items for organic strawberry tree honey, necessitating a minimum of 200 responses overall. Since the items differ between the two types of honey and the analyses are conducted separately, the 230 usable responses we collected were deemed adequate and acceptable for further data analysis. This is because the minimum required sample size for the statistical analysis of organic strawberry tree honey is 200 responses.

2.2. Questionnaire

The questionnaire was divided into ten sections called (1) general consumption habits for conventional honey; (2) sensory characteristics of conventional honey; (3) external characteristics of conventional honey; (4) health and medical benefits of conventional honey; (5) general consumption habits for organic strawberry tree honey; (6) intention to purchase organic strawberry tree honey; (7) sensory characteristics of organic strawberry tree honey; (8) external characteristics of organic strawberry tree honey; (9) health and medical benefits of organic strawberry tree honey; and (10) socioeconomic characteristics. Before Section 5, an overview of organic strawberry tree honey was provided, highlighting its unique characteristics and health benefits. The questions were structured as closed-ended, including binary questions and five-point Likert scale questions.
The development of the questionnaire was informed by previous studies on consumer preferences for honey. The variables included were selected from the existing literature, as detailed in Table 1.

2.3. Variables

Several key variables were selected to understand consumer preferences and purchasing intentions for organic strawberry tree honey. These variables were informed by the existing literature and previous studies on consumer behaviour towards honey. The variables are categorized into four main groups: honey consumption, sensory characteristics, external characteristics, and health and medical benefits. Each category includes specific items that were measured using a five-point Likert scale, where applicable, or categorized responses. These variables were used to explore consumer preferences for conventional honey. For organic strawberry tree honey, the same variables were examined, with the addition of one more variable: the intention to purchase organic strawberry tree honey. This additional variable aims to assess how likely consumers are to buy organic strawberry tree honey and the factors influencing their decision.
The variables selected for the statistical analysis are based on theoretical and empirical insights into consumer behaviour:
  • Sensory characteristics: This variable includes attributes related to the taste, colour, and texture of the honey. Sensory appeal is a critical factor in food choice and can significantly influence purchasing decisions.
  • External characteristics: This encompasses factors such as price, labelling, and brand and organic certification. These external factors play a crucial role in consumer perceptions and accessibility, thereby impacting purchase intentions.
  • Health and medical benefits: This variable covers the perceived health benefits of consuming honey, such as its antioxidant properties and nutritional value. Health consciousness is increasingly influencing consumer preferences in the food market, and products with perceived health benefits are more likely to be favoured by consumers.
  • Intention to purchase organic strawberry tree honey: The intention to purchase organic strawberry tree honey is a dependent variable in this study. This variable consists of the following questions, designed to capture consumers’ future purchasing behaviour and attitudes: I will buy strawberry tree honey to try it in the future; I will systematically buy strawberry tree honey in the future; I intend to buy strawberry tree honey for long-term health benefits; the probability that I will buy strawberry tree honey is high.

2.4. Statistical Analysis

Data analysis was carried out using SPSS statistics software (version 29) and the results are presented using the descriptive statistics, Spearman correlation, and multiple linear regression analysis. The Spearman correlation was used to evaluate the relationship between the consumption honey habits of consumers, for both types of honey, and the variables that influence them, which are the sensory characteristics, the external characteristics, and the health and medical benefits. After that, a multiple linear regression model was used to investigate the intention to purchase organic strawberry tree honey (dependent variable) and the three variables that assess the selection criteria for organic strawberry tree honey—sensory characteristics, external characteristics, and health and medical benefits.
Spearman correlation analysis is a technique used to evaluate the relationship between two variables. This method allows us to gain insights into the trend between two variables, determining if they show an increasing or decreasing pattern as one variable changes. Spearman correlation analysis not only helps identify the correlation between variables but also offers more comprehensive and detailed references for further data interpretation and decision-making [37]. In this study, Spearman correlation was employed after verifying whether the observed data followed a normal distribution. The Kolmogorov-Smirnov test (n > 50) indicated that the variables did not conform to a normal distribution, necessitating the use of non-parametric correlation analysis.
The Spearman coefficient is a non-parametric statistic used to measure the strength and direction of the association between two ranked variables. It evaluates the relationship between the variables, which can be represented using a monotonic function. The Spearman rank correlation coefficient, denoted as Rs, is calculated based on the differences between the ranks of corresponding values in the sequences and the total number of observations, n. It is important that both sequences have the same number of observations. Essentially, the Spearman coefficient is similar to the Pearson correlation coefficient but applied to ranked data. Ιt is calculated using the following formula [38]:
Rs = 1 − 6 ∑ d 2 n n 2 − 1
The strength of the correlation, for this study, is categorized using the following guidelines for the absolute value of Rs: 0.80 ≤ |Rs| ≤ 1.0 “very strong”; 0.60 ≤ |Rs| ≤ 0.79 “strong”; 0.40 ≤ |Rs| ≤ 0.59 “moderate”; 0.20 ≤ |Rs| ≤ 0.39 “weak”; and 0.00 < |Rs| ≤ 0.19 “very weak”.
A multiple linear regression model has been conducted to investigate the intention to purchase organic strawberry tree honey (dependent variable) and the three variables that assess the selection criteria for organic strawberry tree honey—sensory characteristics, external characteristics, and health and medical benefits. Typically, the relationship between a dependent variable and an independent variable is examined using univariate regressions, allowing for the formulation of a linear equation [39]. When a regression model includes one dependent variable and multiple independent variables, it is referred to as multiple linear regression [40]. Multiple linear regression (MLR) is a statistical method that employs several explanatory variables to predict the outcome of a response variable [41]. The regression model is represented by the following equation:
Y = β 0 + β 1 Χ 1 + β 2 Χ 2 + β 3 Χ 3 + ε
In this equation, Y denotes the intention to purchase organic strawberry tree honey, β 0 is the intercept, and β 1 ,   β 2 ,   β 3 are the coefficients of the independent variables Χ 1 (sensory characteristics of organic strawberry tree honey), Χ 2 (external characteristics of organic strawberry tree honey), and Χ 3 (health and medical benefits of organic strawberry tree honey). The term ε represents the error term, accounting for the variance in Y not explained by the independent variables.
In this study, a stepwise regression approach was used to identify the optimal set of predictors to include in the multiple regression model [42]. Beginning with a constant model, the regression process iteratively searches for terms to add to or remove from the model based on a predetermined p-value threshold. The p-value, or probability value, signifies the marginal significance level within a statistical hypothesis test [43], indicating the likelihood that the observed results would occur if the null hypothesis were true. The stepwise regression process concludes when the lowest p-value remains significant and no further predictors can be added or removed [44].

3. Results

3.1. Socio-Demographic Characteristics of the Sample

The socio-demographic characteristics of the respondents are outlined in Table 2. Most participants fell within the 55- to 64-year age group (27.0%), followed closely by the 45- to 54-year group, with the 18- to 34-year group together comprising 75.7% of the sample. Notably, a significant proportion of the respondents (73.5%) held a university degree or higher (PhD and MSc). Given the topic of organic strawberry tree honey (organic honey), it is reasonable to assume that those with higher education levels possess a more comprehensive understanding of the subject. This assumption is further supported by the survey’s online administration. Regarding income, most respondents reported a household monthly income between 1000 and 2000 EUR (56.1%). While the sample’s household composition may not fully represent the general population, the data suggest that the sample is representative in terms of average income, especially when considering the respondents’ educational attainment.

3.2. General Characteristics of Honey Consumption

The continuation of the descriptive analysis (Table 3) details the annual consumption of conventional honey and organic strawberry tree honey, the place and frequency of purchase, and the frequency of honey consumption. The findings indicate that consumers tend to consume conventional honey in larger quantities annually compared to organic strawberry tree honey. Specifically, 34.8% of consumers report consuming 2–5 kg of conventional honey annually, whereas only 19.6% of consumers consume the same amount of organic strawberry tree honey. Preferred purchase locations also vary between the two types of honey. Most consumers (77.0%) purchase conventional honey directly from beekeepers, a trend similarly observed for organic strawberry tree honey, though at a slightly lower rate (67.8%). However, a higher percentage of consumers buy organic strawberry tree honey from health food stores (10.9%) compared to conventional honey (7.4%). Regarding consumption frequency, conventional honey is consumed more regularly. A significant portion of respondents (34.3%) consume conventional honey daily, compared to only 15.2% who consume organic strawberry tree honey daily. Additionally, 41.3% of consumers report consuming conventional honey a few times a week, in contrast to 27.8% for organic strawberry tree honey. Examining purchasing frequency, it is evident that consumers are more likely to stock up on conventional honey regularly, with 31.7% indicating they purchase it regularly to maintain their stock, compared to 17.8% for organic strawberry tree honey. Nonetheless, the majority of respondents purchase honey as needed, with 37.4% for conventional honey and 41.7% for organic strawberry tree honey reporting this purchasing habit.
The significance of various reasons for honey preferences and non-preferences was evaluated using a five-point Likert agreement scale (Table 4). For external characteristics, respondents rated the importance of factors such as honey price, label information, brand, and organic certification on a scale from 1 (‘Not important’) to 5 (‘Very important’). Similarly, the importance of sensory characteristics—including colour, overall flavour, sweetness, and absence of bitterness—was assessed using the same scale. The health and medical benefits variable included questions on why respondents buy honey, focusing on its healthiness, nutritional value, medical benefits, and richness in vitamins and minerals. This variable was also evaluated using a five-point Likert agreement scale, ranging from 1 (‘Strongly disagree’) to 5 (‘Totally agree’).
Consumers rated the sensory characteristics of conventional honey slightly higher (Mean = 3.71, Std. Dev. = 0.76) compared to organic strawberry tree honey (Mean = 3.63, Std. Dev. = 0.81). This suggests that conventional honey might be perceived as having a marginally better overall flavour profile. For external characteristics, organic strawberry tree honey received a marginally higher mean score (Mean = 3.61, Std. Dev. = 0.94) than conventional honey (Mean = 3.55, Std. Dev. = 0.79). This indicates that consumers place slightly more importance on the external factors associated with organic strawberry tree honey, potentially due to the emphasis on certification and branding in the organic market. Lastly, the health and medical benefits were rated highest among all attributes for both types of honey. Conventional honey scored higher (Mean = 4.43, Std. Dev. = 0.59) than organic strawberry tree honey (Mean = 4.19, Std. Dev. = 0.82).

3.3. Correlations between Characteristics of Honey Consumption and Reasons for Honey Preferences

Initially, a correlation analysis was conducted between the annual consumption of honey for 1 person (now or in the future) and variables related to honey preference (Table 5). Based on the results presented in Table 5, significant correlations were identified between annual honey consumption and factors influencing honey preference. Specifically, a statistically significant weak positive correlation was observed between annual honey consumption and perceptions related to health and medical benefits for conventional (Rs = 0.229, p = 0.000) honey and a statistically significant moderate positive correlation for organic strawberry tree honey (Rs = 0.506, p = 0.000). This indicates a weak positive relationship between the quantity of honey consumed annually and the variable concerning health benefits and medical advantages. Furthermore, a statistically significant weak positive correlation was found (p = 0.002 < 0.05) between annual honey consumption and sensory characteristics of organic strawberry tree honey (Rs = 0.204), suggesting that individuals who consume more organic strawberry tree honey annually tend to value its sensory attributes more.
According to Table 6, which presents correlations between the frequency of honey consumption and variables influencing honey preference, several significant findings emerged. A statistically significant very weak negative correlation was identified between the frequency of honey consumption and sensory characteristics for conventional honey (Rs = −0.162, p = 0.014 < 0.05), suggesting that more frequent consumers prioritize factors other than sensory appeal when choosing honey. Moreover, a weak positive correlation was observed between the frequency of honey consumption and perceptions related to health and medical benefits for conventional honey (Rs = 0.251, p = 0.000 < 0.05) and a moderate positive correlation for organic strawberry tree honey (Rs = 0.489, p = 0.000 < 0.05). This indicates that individuals who consume honey more regularly tend to value its health benefits more highly. Furthermore, significant correlations were found between the frequency of organic strawberry tree honey consumption and its sensory characteristics (very weak positive correlation: Rs = 0.152, p = 0.021 < 0.05) as well as its external characteristics (weak positive correlation: Rs = 0.214, p = 0.001 < 0.05), suggesting that increased consumption frequency of this specific honey type is associated with greater appreciation for its sensory and external attributes.
Finally, in Table 7, a statistically significant positive correlation was found between the frequency of honey purchase and perceptions related to health and medical benefits for conventional (weak positive correlation: Rs = 0.216, p = 0.001 < 0.05) and organic strawberry tree honey (moderate positive correlation: Rs = 0.465, p = 0.000 < 0.05). This suggests that consumers who purchase honey more frequently tend to value its health benefits more highly, with a stronger association observed for organic varieties. Additionally, a significant correlation was identified between the frequency of organic strawberry tree honey purchase and its external characteristics (weak positive correlation Rs = 0.220, p = 0.001 < 0.05). This indicates a minimal positive relationship, implying that consumers who purchase organic strawberry tree honey more often may appreciate its external qualities to a greater extent.

3.4. Multiple Linear Regression

To estimate the relationships between the intention to purchase organic strawberry tree honey (dependent variable) and the three variables—sensory characteristics, external characteristics, and health and medical benefits—a stepwise regression analysis was performed. Table 8, Table 9, Table 10 and Table 11 present the results of the multiple linear regression (MLR) analysis, indicating that the only independent variable included in the final model is health and medical benefits.
The model summary in Table 8 provides key metrics for evaluating the performance of the regression model. The R value of 0.839 indicates a strong positive correlation between the independent variable, which is the health and medical benefits of organic strawberry tree honey, and the dependent variable, which is the intention to purchase organic strawberry tree honey. This suggests that as the perceived health and medical benefits of organic strawberry tree honey increase, the intention to purchase this honey tends to increase as well. The R Square value of 0.705 implies that approximately 70.5% of the variance in the intention to purchase organic strawberry tree honey is explained by the health and medical benefits variable. This is a substantial proportion, indicating that the model has a good fit to the data. The Adjusted R Square value of 0.703 takes into account the number of predictors in the model and adjusts for the sample size. Although slightly lower than the R Square, it still indicates a strong explanatory power of the model, accounting for 70.3% of the variance in the intention to purchase organic strawberry tree honey.
The ANOVA table (Table 9) evaluates the overall significance of the regression model. The F-statistic value of 544.116 is highly significant (p-value = 0.000), indicating that the model significantly predicts the intention to purchase organic strawberry tree honey. This confirms that the health and medical benefits variable of organic strawberry tree honey provides a meaningful contribution to the model.
For each predictor, the tStat value quantifies the difference between the population means [45], while the p-value represents the probability that, assuming the null hypothesis is true, the observed results or more extreme ones could be obtained. If the p-value is less than 0.05, the null hypothesis can be rejected.
The regression coefficient summary provided in Table 10 elucidates the relationship between the health and medical benefits of organic strawberry tree honey and the intention to purchase it. The unstandardized coefficient (B) for the health and medical benefits variable is 0.944, indicating that for each unit increase in the perceived health and medical benefits of organic strawberry tree honey, the intention to purchase it increases by 0.944 units. The standardized coefficient (Beta) is 0.839, reaffirming the strong positive impact of the health and medical benefits on the intention to purchase. The t-value of 23.326 with a significance level (p-value) of 0.000 indicates that the relationship between the health and medical benefits and the intention to purchase is highly statistically significant. The constant term (intercept) is 0.040 with a standard error of 0.083. This indicates that when the health and medical benefits are zero, the baseline intention to purchase organic strawberry tree honey is 0.040 units. The t-value for the constant is 0.478, with a significance level of 0.043, showing that the constant term is statistically significant.
Collinearity diagnostics (Table 11) were conducted to assess potential multicollinearity issues within the model. The tolerance and variance inflation factor (VIF) values for the health and medical benefits variable of organic strawberry tree honey are both 1.000, indicating no collinearity problems. The eigenvalue and condition index values suggest no significant multicollinearity issues. Although the condition index for the second dimension is relatively high (18.407), the variance proportions for both the constant and the health and medical benefits variable of organic strawberry tree honey are 1.000, confirming that multicollinearity does not pose a significant problem in this model.

4. Discussion

The findings of our study reveal significant insights into consumer preferences for organic strawberry tree honey, emphasizing the importance of health benefits and sustainability in purchasing decisions. The statistical analysis shows that perceived health and medical benefits strongly influence the intention to purchase organic strawberry tree honey. Specifically, the unstandardized coefficient (B) of 0.944, with a t-value of 23.326 and a p-value of 0.000 confirms statistical significance. This suggests that health and medical benefits are critical drivers in consumer decision-making for this type of honey.
One of the primary drivers for consumer preference towards organic honey, especially organic strawberry tree honey, is its health and medical benefits. Our findings are consistent with prior research that underscores the increasing consumer preference for organic and health-enhancing foods. For example, in Ethiopia, consumers highly prioritize the health benefits and purity of honey, which significantly shapes their purchasing choices [1]. Similarly, research has noted that consumers in Malaysia seek honey products primarily for their health benefits, supporting our findings [2]. The association between health benefits and willingness to purchase a food product is also supported by similar research for other products. Especially in the case of enriched foods or superfoods, consumers show increasing interest in buying them [46].
Consumers associate organic honey with higher nutritional value, including richness in vitamins and minerals, and its potential medical benefits such as antioxidant properties and anti-inflammatory effects. Studies have shown that organic strawberry tree honey exhibits significant antioxidant activity, which is attributed to its high phenolic content [7]. Consumers’ intention to consume organic products is mostly based on the health and nutritional benefits that products certified as organic claim to offer [47]. This aligns with our findings, where health benefits were a crucial factor influencing consumer preferences.
The correlation between frequent honey purchases and the valuation of its health benefits aligns with broader trends observed in the literature. For example, research has indicated that the frequency of honey consumption is closely linked to consumers’ perceptions of its health and nutritional value [4]. This underscores the importance of health-related attributes in driving demand for honey, particularly organic varieties.
External characteristics, particularly organic certification, were found to be influential in shaping consumer preferences. Organic certification acts as a trust signal, assuring consumers of the product’s quality and its adherence to sustainable practices. This aligns with findings from previous studies, which emphasized that certification and labelling significantly influence consumer trust and purchasing decisions [2]. The preference for organically certified honey reflects a growing consumer awareness and demand for products that are not only healthy but also environmentally sustainable.
The preference for organic honey is closely tied to sustainability concerns. Consumers are increasingly aware of the environmental impact of agricultural practices and show a preference for products that are produced sustainably [48]. Organic honey production typically involves practices that are less harmful to the environment, such as avoiding synthetic pesticides and fertilizers, which is more sustainable compared to conventional methods [4]. Organic farming practices that avoid synthetic chemicals and promote biodiversity are increasingly favoured by environmentally conscious consumers. The sustainable production of organic honey, such as organic strawberry tree honey, supports the health of bee populations and the broader ecosystem, aligning with consumer values regarding environmental stewardship. Our study shows that external characteristics like organic certification and detailed label information are positively correlated with the frequency of honey purchases. This indicates that consumers not only seek health benefits but also prioritize sustainability and ethical considerations in their purchasing decisions. Transparent labelling and certification reassure consumers about the product’s authenticity and ethical production methods, enhancing trust and loyalty.
The growing demand for organic honey necessitates a shift in the honey supply chain towards more sustainable practices. According to the consumer-centric supply chain theory, producers need to adopt such practices to meet consumer expectations and maintain market competitiveness. This theory emphasizes that the supply chain should be designed and managed with the end consumer’s preferences and values as the primary focus [49]. This includes ensuring organic certification, implementing sustainable beekeeping practices, and enhancing the traceability of honey products to reassure consumers about their sustainability credentials.

5. Conclusions

The analysis of consumer behaviour reveals a strong preference for organic honey, especially organic strawberry tree honey, driven by perceptions of health benefits and sustainability. Consumers increasingly prioritize products aligned with their values of health, safety, and environmental responsibility. Organic honey, perceived as a natural source of antioxidants and nutrients free from pesticides and chemicals, is seen as beneficial for the immune system. This health-focused approach is influencing industry practices toward greater transparency and sustainable production methods.
Heightened consumer awareness of the environmental impact of agricultural practices underscores the importance of organic certification as a marker of quality and sustainability. This shift has prompted several industry changes, including the adoption of organic farming, avoidance of synthetic chemicals, and efforts to support biodiversity and bee health.
This study highlights the impact of consumer preferences on the entire honey supply chain. Producers are innovating to offer organic honey varieties that address health concerns and taste preferences. Marketing strategies now emphasize health benefits, nutritional value, and ethical production. The distribution landscape is evolving with the growth of specialized organic stores and dedicated sections in mainstream supermarkets. Pricing strategies reflect consumers’ willingness to pay a premium for sustainably produced honey. Increased educational initiatives about beekeeping and honey production are enhancing transparency through traceability technologies like QR codes and blockchain. Direct-to-consumer models are gaining traction, fostering closer relationships between beekeepers and consumers.
To enhance the market presence of organic honey, addressing several economic is-sues is crucial. Increasing consumer awareness through impactful marketing, ensuring supply chain transparency with traceability technologies, and managing price sensitivity are key factors. Creating economies of scale by expanding organic beekeeping operations and providing government incentives can reduce costs and enhance competitiveness.
Innovative developments in the supply chain, such as traceability systems powered by blockchain, intelligent technologies for hive monitoring, and cooperative structures for resource sharing, are improving transparency, product quality, and sustainability. Cooperatives can help beekeepers manage certification costs and access broader markets, while collaborations with NGOs and government agencies can assist in overcoming regulatory challenges.
Minimizing carbon emissions is essential for long-term sustainability. Focusing on local sales, optimizing logistics, and using sustainable packaging materials can reduce the carbon footprint. Direct-to-consumer sales through farmers’ markets and online platforms can also minimize transportation needs and enhance transparency.
Looking forward, further research into honey’s health benefits, stricter organic certification processes, and increased focus on local production and technology integration will likely shape the future of the industry. By aligning with evolving consumer preferences, the honey industry is not only adapting its practices but also contributing to broader goals of environmental conservation and sustainable agriculture. This dynamic illustrates how consumer values can drive positive change throughout the supply chain and foster more sustainable food systems.

6. Limitations and Future Research Directions

This study has several limitations that offer opportunities for future research. The limited data available mean that the results primarily offer general indications rather than definitive trends. Future research could benefit from a new survey incorporating a broader range of questions to either corroborate these findings or provide clearer evidence, as some of the current results are only partially informative.
A notable limitation of our survey is sample bias. Our study excluded consumers who do not use the Internet. Additionally, the sample predominantly comprised consumers with higher education levels, which could lead to over-representation of certain demographic groups. To address these issues, future studies should aim to increase the sample size and include a more diverse range of participants to better reflect the general population.
The research was conducted within Greece, which limits the applicability of the findings to other contexts. Future research could expand by including samples from different countries to enable cross-cultural comparisons and provide a more comprehensive understanding of the trends observed.
Moreover, further investigation could explore connections between consumer preferences and other key actors in the supply chain, such as beekeepers and health food retailers. Integrating insights from these stakeholders could offer a more holistic view of the factors influencing consumer behaviour and help identify broader implications for the industry.

Author Contributions

Conceptualization, I.P., F.A., M.K. and G.T.T.; methodology, I.P., F.A., M.K. and G.T.T.; software, I.P. and F.A.; validation, I.P., F.A., M.K. and G.T.T.; formal analysis, I.P., F.A., M.K. and G.T.T.; investigation, I.P., F.A., M.K. and G.T.T.; resources, I.P., F.A., M.K. and G.T.T.; data curation, I.P. and F.A.; writing—original draft preparation, I.P., F.A., M.K. and G.T.T.; writing—review and editing, I.P., F.A., M.K. and G.T.T.; visualization, I.P., F.A., M.K. and G.T.T.; supervision, I.P., F.A., M.K. and G.T.T.; project administration, F.A.; funding acquisition, F.A. All authors have read and agreed to the published version of the manuscript.

Funding

This research is co-funded by: (a) the European Agricultural Fund for Rural Development (EAFRD), (b) the Agricultural Development Program (RAP) 2014-2022, (c) the Partnership Agreement for the Development Framework (PA) 2014-2020 and (d) the Hellenic Ministry of Rural Development and Food. Project Number: M16ΣΥΝ2-00428.

Institutional Review Board Statement

The study was conducted in accordance with the Declaration of Helsinki, and approved by the Institutional Review Board (or Ethics Committee) of AGRICULTURAL UNIVERSITY OF ATHENS (protocol code 34/23.05.2024 and date of approval 23.05.2024).

Informed Consent Statement

Informed consent was obtained from all subjects involved in the study.

Data Availability Statement

The original contributions presented in the study are included in the article, further inquiries can be directed to the corresponding author.

Conflicts of Interest

The authors declare no conflict of interest.

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Table 1. Variable References.
Table 1. Variable References.
VariablesItemsTypeReference
Honey consumptionAnnual consumption of honey for 1 personCat (1-5)[31]
Frequency of honey consumptionCat (1-5)[28,31]
Frequency of honey purchaseCat (1-5)[16,28]
Purchase pointCat (1-5)[12,28,33]
Sensory characteristicsColourCat (1-5)[18,27,34]
Overall tasteCat (1-5)[16,30,34]
SweetnessCat (1-5)[16]
Absence of bitternessCat (1-5)[16]
External characteristicsPriceCat (1-5)[16,26]
Label informationCat (1-5)[16,28]
BrandCat (1-5)[28,29]
Organic certificationCat (1-5)[26,27,28,35]
Health and medical
benefits		HealthyCat (1-5)[16,21,28]
NutritiousCat (1-5)[21,28,36]
Medical benefitsCat (1-5)[16]
Rich in vitamins and mineralsCat (1-5)[16,36]
Table 2. Socio-demographic characteristics of the sample.
Table 2. Socio-demographic characteristics of the sample.
VariablesPercentage (%)N
Gender
Male63.9147
Female36.183
Age
18–3422.251
35–4415.736
45–5426.561
55–6427.062
≥658.720
Education
High school26.561
Bachelor’s or master’s degree65.7151
PhD7.818
Average household monthly income
<1000 EUR18.743
1000–2000 EUR56.1129
2001–4000 EUR19.645
>4000 EUR5.713
Table 3. General characteristics of honey consumption.
Table 3. General characteristics of honey consumption.
Conventional HoneyOrganic Strawberry Tree Honey
General Characteristics of Honey ConsumptionValuesPercentage (%)NPercentage (%)N
Annual consumption of honey for 1 person (now or in the future)None0.9215.736
Up to 1 kg19.14427.864
1–2 kg23.95528.365
2–5 kg34.88019.645
Over 5 kg21.3458.720
Frequency of honey consumption (now or in the future)Never0.4113.030
A few times a month19.14431.773
Once a week4.81112.228
A few times in a week41.39527.864
Every day34.37915.225
Frequency of honey purchase (now or in the future)Never7.41714.834
When necessary37.48641.796
Once every 3 months14.83419.645
Once a month8.7206.114
Regularly to stock up31.77317.841
Purchase place (now or in the future)Directly from the beekeeper77.017767.8156
Health food stores7.41710.925
Large supermarkets7.0765.212
Open-air market2.252.25
Online (e-shop)1.333.99
N/A (Not buying)5.21210.023
Table 4. Consumer perceptions of conventional and organic honey attributes.
Table 4. Consumer perceptions of conventional and organic honey attributes.
Sensory
Characteristics		External
Characteristics		Health and Medical Benefits
Conventional honey
Mean3.713.554.43
Std. Dev0.760.790.59
Organic strawberry tree honey
Mean3.633.614.19
Std. Dev.0.810.940.82
Table 5. Correlation of annual consumption of honey for 1 person.
Table 5. Correlation of annual consumption of honey for 1 person.
Conventional HoneyOrganic Strawberry Tree Honey
Annual Consumption of Honey for 1 Person (Now or in the Future)Rsp-ValueRsp-Value
Sensory characteristics−0.1140.0850.2040.002
External characteristics0.0190.7760.1190.072
Health and medical benefits0.2290.0000.5060.000
Table 6. Correlation of frequency of honey consumption.
Table 6. Correlation of frequency of honey consumption.
Conventional HoneyOrganic Strawberry Tree Honey
Frequency of Honey Consumption (Now or in the Future)Rsp-ValueRsp-Value
Sensory characteristics−0.1620.0140.1520.021
External characteristics0.1120.0900.2140.001
Health and medical benefits0.2510.0000.4890.000
Table 7. Correlation of frequency of honey purchase.
Table 7. Correlation of frequency of honey purchase.
Conventional HoneyOrganic Strawberry Tree Honey
Frequency of Honey Purchase (Now or in the Future)Rsp-ValueRsp-Value
Sensory characteristics0.0610.3550.1150.082
External characteristics0.2190.0010.2200.001
Health and medical benefits0.2160.0010.4650.000
Table 8. Model summary.
Table 8. Model summary.
Model Summary
ModelRR SquareAdjusted R SquareSE of Estimate
10.839 a0.7050.7030.13602
a Predictors: (Constant), SE: standard error.
Table 9. ANOVA.
Table 9. ANOVA.
ANOVA
No.ModelSum of SquaresdfMean SquareFp-Value
1Regression10.067110.067544.1160.000 a
Residual4.2182280.019
Total14.285229
a Predictors: (constant), health and medical benefits of organic strawberry tree honey.
Table 10. Regression coefficient.
Table 10. Regression coefficient.
Regression Coefficient
No.ModelUnstandardized CoefficientsStandardized CoefficientstStatp-ValueCollinearity Statistics
BStd. ErrorBeta ToleranceVIF
1(Constant)0.0400.083 0.4780.043
Health and medical benefits of organic strawberry tree honey0.9440.0400.83923.3260.0001.0001.000
Table 11. Collinearity diagnostics.
Table 11. Collinearity diagnostics.
Collinearity Diagnostics
No.ModelDimensionEigenvalueCondition IndexVariance Proportions
ConstantIndependent Variable
1 11.9941.0000.0000.000
20.00618.4071.0001.000
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Papachristos, I.; Anastasiadis, F.; Kontopanou, M.; Tsoulfas, G.T. A Consumer-Centric Approach for a Sustainable Honey Supply Chain: The Case of Strawberry Tree Honey. Sustainability 2024, 16, 6957. https://doi.org/10.3390/su16166957

AMA Style

Papachristos I, Anastasiadis F, Kontopanou M, Tsoulfas GT. A Consumer-Centric Approach for a Sustainable Honey Supply Chain: The Case of Strawberry Tree Honey. Sustainability. 2024; 16(16):6957. https://doi.org/10.3390/su16166957

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Papachristos, Ioannis, Foivos Anastasiadis, Maria Kontopanou, and Giannis T. Tsoulfas. 2024. "A Consumer-Centric Approach for a Sustainable Honey Supply Chain: The Case of Strawberry Tree Honey" Sustainability 16, no. 16: 6957. https://doi.org/10.3390/su16166957

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