Abstract

Purpose: Focusing on the Chilean honey market, this study aimed to analyse the determinants of honey purchase and consumption, and assess their impact on each of these two processes. Design/methodology/approach: A questionnaire was specifically designed for this purpose and administered to a representative sample of 400 individuals, stratified by gender, age, and area of residence in the city of Chillán, Ñuble Region, which is one of the most important in honey production. Once the data were collected, a factorial analysis and two multinomial logit models were specified to analyse purchase and consumption. Findings: In contrast to the extant literature, this study suggests that honey purchase and consumption should be analysed separately because they are affected by different variables. Originality: This study contributes to the state of the art on honey in an emerging market by collecting data on these processes and analysing them separately. Keywords: Chile, Chillán, consumption, honey, honey market, Ñuble Region, purchase, questionnaire survey