Optimising honey assurance and traceability systems: Consumer insights and design implications for food integrity across four EU countries

Summary

Food fraud in honey poses challenges to consumer trust and market integrity in the European Union. This study examines the role of honey assurance and traceability systems in consumer choice and willingness to pay (WTP) relative to other quality cues, including geographical origin, supply chain characteristics, honey type, and production system attributes. An online survey among 2218 consumers, incorporating a discrete choice experiment, was conducted in Germany, Italy, Portugal, and Slovenia. Consumer preferences and WTP were estimated using Random Parameter Logit (RPL) models. The results show that origin-related attributes are the strongest drivers of consumer utility and WTP, while traceability information, supply chain transparency, and organic production are also valued, albeit to a lesser extent. These findings can inform the design of honey assurance and traceability systems and support efforts to strengthen transparency and consumer confidence in honey markets.