Italian Consumer Interest in Sustainability, Certifications, and Traceability in Honey

Honey has a long cultural tradition in Italy, valued for its sensory properties and health benefits. However, in recent years, the beekeeping sector has faced various challenges due to climate change, biodiversity loss, and economic pressures. Therefore, growing consumer awareness of sustainability, traceability, and ethical aspects is influencing food choices and putting niche-market products, such as honey, in the spotlight. This research analysed data from an online survey of Italian consumers to examine their attitudes toward honey. The analysis focused on the primary drivers of consumer behaviour, the state of sustainability efforts, and the importance of certifications and traceability in influencing preferences. The results showed that, beyond taste and health considerations, Italian consumers expressed a strong sensitivity and awareness of the beekeeping sector's needs and their high engagement in ethical issues, food quality, safety and certification standards, and environmental protection. These findings provide useful insights for producers and policymakers to promote sustainable beekeeping and enhance consumer trust by implementing targeted communication strategies and certification schemes.