Analysis of Consumers’ Willingness to Pay for Honey in China

Abstract

Although China is the largest honey producer in the world, domestic consumption is relatively low. Therefore, this study aims to conduct a detailed investigation of honey consumption in the Chinese mainland and identify the main factors determining it. The survey data are from 960 respondents in Jiangxi Province in eastern China. The results showed that respondents mostly prefer an intense flavor (46.46%) and that the color is less important (35.94%). Regarding the types of honey, most respondents prefer runny honey (50.83%) rather than set honey (22.81%). The most common way of buying honey is by a direct sale from beekeepers (44.90%). Most of the respondents have confidence in the quality of domestic honey (87.40%), and the majority consume honey because it is a healthy and nutritious food (74.48%). The results of Fisher’s discriminant analysis indicated that the most important attributes are taste and consistency (of the intrinsic attributes) and price (of the extrinsic attributes), which are the most common reasons for purchasing. These findings provide a better understanding of honey consumption in the Chinese mainland, and they can provide guidance for developing marketing strategies and increasing the level of consumer satisfaction.