Exploring consumers’ perception of stingless bee honey using projective techniques

Bibliographic Data

ID21295408
AuthorsAndressa Pedroso Carlotto de Souza (0009-0002-1634-0934, Universidade Federal do Rio Grande do Sul), Fernanda Leal Leães (0000-0002-9216-6838, Universidade Federal do Rio Grande do Sul), Gabriele Danieli (0009-0003-1583-5019, Universidade Federal do Rio Grande do Sul), Eduarda Letícia Ruaro (0000-0003-3342-9447, Universidade Federal do Rio Grande do Sul), Eléia Righi (0000-0002-2766-8719, Universidade Federal do Rio Grande do Sul), Rafael Narciso Meirelles (0000-0002-1079-8664, Universidade Federal do Rio Grande do Sul), Voltaire Sant ́anna (0000-0002-2900-6348, Universidade Federal do Rio Grande do Sul)
Year2024
Volume126
Issue7
Pages2999-3014
Publication date2024-06-17
Open AccessYes
TypeARTICLE
VenueBritish Food Journal (JOURNAL)
Journal identifiersISSN: 0007-070X • E-ISSN: 1758-4108
PublisherEmerald (PUBLISHER)
DOI10.1108/bfj-01-2024-0098
OpenAlexW4399296520
LanguageEN
Citations received1
References cited48

Purpose The objective of this study was to evaluate Brazilian consumers’ perceptions of stingless bee honey and the drivers involved in this product choice. Design/methodology/approach Three projective techniques were applied to 480 consumers who answered a rating task about liking, health, sustainability, quality taste, and utilization as ingredients, fulfilled completion sentences, and performed a hard laddering task. Findings The results showed a significant increase in the expected liking and flavor, and consumers perceived stingless bee honey as more sustainable, of higher quality, and more beneficial to health. Health, sustainability, and taste are the main drivers of purchasing this type of honey, and consumers are aware that it costs a premium price. In the value chain involved in choosing stingless bee honey, the appreciation of native bees, flavor, nutritional value, medicinal properties, producer appreciation, and curiosity were strong aspects for choosing the product. These aspects lead consumers to feel good, have peace of mind, feel like protecting nature and planets, and longevity. Originality/value Honey is popular worldwide, but stingless bee honey has little information on how consumers perceive it and on the purchasing decision chain. The results of the present study provide important information to enhance the consumption of this product with social and environmental importance and the growing demand for natural products that replace refined sugars

Apidae · Biology · Business · Honey bee · Perception · Projective test · Stingless bee · Zoology · Bee Products Chemical Analysis · Marketing · Plant and animal studies · Psychology · Sensory Analysis and Statistical Methods

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