In recent decades, given the need to achieve a balance between economic activity and environment, there has been a growing interest in analysing sustainable behaviour and the factors that influence it. This study has two objectives. Firstly, to analyse consumer attitudes and perceptions towards locally sourced honey, since a better understanding can help to formulate more effective marketing strategies. Secondly, to identify different groups of honey consumers in order to help beekeepers implement different marketing strategies and help them to be more competitive in the markets. To achieve these objectives, a survey has been carried out with a representative sample of 400 individuals. The methodology used to analyse data was multivariate, applying principal component factor and k‑means cluster analysis. Consumer attitudes and perceptions about locally sourced honey were considered for segmentation. Results show three distinct groups, differing on the importance they attach to moral and environmental well‑being, nutritional value, and their perceptions of local honey labelling. This study provides information on the characteristics of honey consumers, which could help local producers and marketers to design more effective marketing strategies targeting the most interesting segments.

Uldemolins P., Maza M.T, De‑Magistris T. (2024). Actitudes y percepción de los consumidores hacia miel de origen local. ITEA‑Información Técnica Económica Agraria 120(3): 288-302. https://doi.org/10.12706/itea.2024.003