ROMANIAN PREMIUM HONEY CONSUMER`S PERCEPTIONS ABOUT TRACEABILITY
Abstract
Romania is the fourth biggest producer of honey in Europe. The increasing attention paid to traceability in Europe raised our interest in developing this study. The main objectives were to determine the profile of honey consumers of a particular Romanian premium brand, their perceptions regarding quality and traceability and their willingness to pay for traceability. The research was conducted using a quantitative method based on the use of online questionnaire. As the number of initial statistic population was not known, the sample size was empirical and non-probabilistic. There were filled up in total 85 questionnaires. The analysis of data was carried out using a database created in SPSS. The results of the study showed customers consider necessary traceability so as to ensure safety of the food products and their quality. They would identify a traced honey with the aid of the information on the label. Approximately 80% of respondents are ready to pay an extra bid for honey with a traceability system. To conclude, this study confirms that traceability should not be seen by producers only as regulatory benefit but also as competitive advantage and tool for valorizing their products.The papers published in the journal are licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License, which permits unrestricted, non-commercial use, distribution and reproduction in any medium, provided the work is properly cited.
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