ABSTRACT

Honey consumption is influenced by factors as well, health benefits, such as product characteristics, or demographic and sociological characteristics. The aim of the research is to identify factors that influence the volume of honey consumption, consumers' purchasing intentions, as well as to define the consumer profile in Romania, Italy, and Serbia. The research was conducted in the period from 2014 to 2016 through a questionnaire. The statistical significance of the difference in the consumption of honey in Serbia (Province of Vojvodina), Italy (the Province of Lombardy, which geographically resembles Vojvodina) and Romania was investigated. For the selection of a representative sample, the random selection method was used, and the obtained data were processed using the SPSS program. The strongest motives for honey consumption are the satisfaction that the taste of honey provides and the perception that it is healthy food. The chi-squared test shows that there is a significant difference between the countries in terms of demographic and economic characteristics of consumers, trends, and tendencies in the consumption of honey and sociological characteristics of consumers.