ABSTRACT

In recent years, honey consumption has attracted an increasing interest among consumers, due to its beneficial properties for health and to the multiplicity of its use. Given the high importance that consumers ascribe to the Protected Designation of Origin (PDO) label, considered as one of the most relevant attributes for agro-food consumers, this study aims at detecting the main variables that influence the attitudes of honey consumers toward the PDO label by analyzing the purchasing intention of a convenience sample of northern Italian consumers. With this purpose, a logistic regression model analysis was performed, based on the consumers’ stated preference for PDO honey. The research highlights that those consumers who give their preference to PDO honey, also associate this label with aspects linked to environmental sustainability and to its organic production. Moreover, only gender, among the socio-demographic characteristics, had a significant effect on consumer attitudes toward the PDO label.

摘要

近年来，由于蜂蜜的有益健康特性和用途的多样性，蜂蜜的消费引起了消费者的越来越多的兴趣。考虑到消费者对原产地标记（PDO）标签的高度重视，被认为是农产品消费者最相关的属性之一，本研究旨在检测影响蜂蜜消费者对PDO态度的主要变量。通过分析意大利北部消费者的便利样品的购买意愿来标记商品标签。为此，根据消费者对PDO蜂蜜的偏好，进行了Logistic回归模型分析。研究强调，那些偏爱PDO蜂蜜的消费者，还将此标签与与环境可持续性及其有机生产相关的方面联系起来。此外，在社会人口统计特征中，只有性别会对消费者对PDO标签的态度产生重大影响。