Exploring consumers’ perception of stingless bee honey using projective techniques

Abstract

PurposeThe objective of this study was to evaluate Brazilian consumers’ perceptions of stingless bee honey and the drivers involved in this product choice.Design/methodology/approachThree 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.FindingsThe 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/valueHoney 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.