Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/319817 
Year of Publication: 
2025
Citation: 
[Journal:] Amfiteatru Economic [ISSN:] 2247-9104 [Volume:] 27 [Issue:] 69 [Year:] 2025 [Pages:] 431-451
Publisher: 
The Bucharest University of Economic Studies, Bucharest
Abstract: 
The study investigates extrinsic and intrinsic factors that influence honey purchasing decisions and their impact on honey consumption in Slovakia and Hungary. The comparative study is based on an online survey carried out during 2022. Both research samples are representative in terms of gender and age. They include honey consumers aged 18 years and older. An exploratory factor analysis (EFA) was used to investigate the relationships between 20 selected factors. The findings showed the existence of several latent factors, with slight differences between the two countries. In the Slovak honey market, four latent factors were identified: quality, price, marketing and visual factors, while in the Hungarian honey market six latent factors were identified: quality, marketing, geographic, product design and visual factors. In addition, cohort analysis showed statistically significant differences between the generations (Gen Z, Gen Y, Gen X, and Babyboomers) in both countries. The findings provide valuable insights into consumer preferences when selecting honey, which can help beekeepers develop customer-focused marketing strategies.
Subjects: 
comparative study
consumer choice
extrinsic factors
honey market
intrinsic factors
purchasing behaviour
JEL: 
D12
M31
M37
Q13
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by Logo
Document Type: 
Article

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