The research aim was to evaluate the Portuguese honey consumers' profile, their attitudes, perceptions, and trends towards the product, production, and consumption, to allow the development of marketing strategies. With this purpose, a questionnaire was developed in accordance with the Ajzen's Planned Behaviour Theory and was then completed by 784 interviewees to retrieve quantitative and qualitative data. These included demographic, consumption pattern, and behavioural pattern variables collected in a Likert scale. Spearman correlations were performed between ordinal and continuous variables, and chi-squared tests of independency applied to contingency tables between nominal variables. A positive correlation was found between age and frequency of purchasing. Men consume honey more frequently than women. Portuguese honey has a good reputation, and it is preferred in relation to imported honey. The Portuguese consumer is not completely aware of the different floral characteristics of honey, other hive products, and positive externalities associated with beekeeping. By filling the marketing gap identified, production and consumption of honey could be increased in Portugal. Marketing campaigns promoting the health benefits of honey and other hive products, as well as the externalities of beekeeping may be advantageous.

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Honey,Consumer profile,Ajzen’s planned behaviour theory,Portugal

• Other Engineering and Technology Sciences - Engineering and Technology
• Health Sciences - Medical and Health Sciences
• Animal and Dairy Science - Agriculture Sciences
• Other Agricultural Sciences - Agriculture Sciences