Abstract
ABSTRACT Recently, consumer eating habits have shifted toward seeking healthier, safer, and more sustainable products and showing a growing interest in honey consumption due to its nutritional versatility and beneficial properties. The study aims to explore, through the administration of a quantitative questionnaire, the perception of organic honey and the factors that lie behind its consumption choice among Italians, analyzing differences and similarities of behavior among generational cohorts (Gen. Z, Gen. Y, Gen. X, Baby Boomers). Secondly, it investigates which of these factors were relevant in increasing the consumption of organic honey in post-Covid. It emerges that there are relevant differences among generational cohorts’ buying behavior. Baby Boomers and Generation X consider the technical aspects of organic linked to the label and prefer buying from local producers; Generation Z and Millennials rely more on the physical features of honey and give relevance to the product brand.
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