Determinants of Honey Consumption with Special Reference to the Influence of Nutritional Knowledge and Health Status on Consumption Habits

Abstract

Due to its sensory qualities and therapeutic properties, honey is a desirable dietary ingredient. Despite the growing interest in proper nutrition in developed countries, honey consumption in developed countries is relatively low. This is also true in Poland. Hence, research was undertaken to determine Polish consumers’ behaviour with regard to honey, and its determinants, with particular emphasis on nutritional knowledge and health status. The relationships between the different aspects of consumer behaviour in the honey market and the demographic and economic characteristics of the respondents were verified using the Mann–Whitney U test for comparisons of non-dependent groups for variables on an interval scale. A multiple regression model was developed to examine the relationship between the respondents’ nutritional knowledge and their honey-related behaviour, while the relationship between the respondents’ health status and their behaviour towards honey was verified using a logistic regression model. Obtained results indicate that gender, age, education, and income differentiate consumers’ behaviour with regard to honey. The level of nutritional knowledge had a moderate effect on variations in the respondents’ behaviour. A better assessment of health status was associated with greater importance of nutritional-health motivators of honey consumption, while poorer health status determined a greater importance of such determinants as the place where honey is sold or its label attractiveness.