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

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.