WFL Publisher

Science and Technology

Meri-Rastilantie 3 B, FI-00980
Helsinki, Finland
e-mail: info@world-food.net

Journal of Food, Agriculture & Environment Vol.10(2): 18-21. 2012

www.world-food.net

Socio-economic determinants of honey consumption in Romania

Cristina Bianca Pocol
1

and Clin Moldovan Teselios

University of Agricultural Sciences and Veterinary Medicine Cluj, 3-5 Manastur Street, 400372, Cluj-Napoca, Romania.
2
Metro Media Transilvania, 174 Constantin Brancusi Street, 400462, Cluj-Napoca, Romania.
e-mail:pocolcristinabianca@yahoo.com, calin@mmt.ro

Received 24 January 2012, accepted 28 April 2012.

Abstract
In the context of global trends in adopting a lifestyle based on natural, healthy food consumption and naturist treatment of various diseases, honey
receives an archetypal connotation in shaping this lifestyle, connecting it to tradition due to its authenticity and unaltered attributes, and also to
modernity, by using scientific methods in the production process and marketing. The investigation of the honey consumption behaviour in Romania
offers both a practical advantage (setting up marketing strategies) and an epistemic advantage, unveiling a less explored research niche. The results of
this approach, based on quantitative and qualitative research techniques, show that there is a complex set of determinants of honey consumption,
from perceptual to behavioural (food habitudes) and socio-economic (individual, household or environmental attributes).
Key words: Honey, consumption, socio-economic determinants.

Introduction
The international honey market is a dynamic sector in a continuous
process of change and adaptation to current consumption trends.
Analyzing the production and consumption in the main European
Union countries, it can be ascertained that Romania together with
other East European countries (Hungary, Poland and Bulgaria) is
among the countries whose production has increased over the past
decade 6, 7. Honey consumption is sometimes reduced in major
producing countries, and sometimes reduced significantly in
countries with limited production. Researches on aspects regarding
the honey consumption behaviour in Europe are very scarce.
Recent studies on the evaluation of honey consumption in
Hungary 2 confirm the fact that, surprisingly, the healing properties
of honey and its excellent role in the prevention of some diseases
is a less important determinant in the consumption decision of the
Hungarian population; the taste, colour and quality of honey being
of major importance, honey being consumed more frequently by
the elderly with increased revenues. German researchers analyzed
honey consumption and sustained that it depends on consumer
preferences and different dietary patterns. Honey is perceived by
consumers both as a medicine and as a trigger of some diseases
due to its contamination with harmful substances from the practice
of intensive agriculture 5.
Research concerning the honey consumption behaviour in
Romania was insufficient, like in all other East European countries.
Greek researchers Arvanitoyannis and Krystallis conducted a
study in 2003, in Bucharest, on a sample of 220 people, trying to
examine empirically certain determinants of honey consumption
in Bucharest 1. Studies concerning honey consumption in
Romania, developed at a national and regional level were
conducted in 2007 and 2010 by the authors of the present study,
their objectives being the understanding of the needs, actual
behaviour, values and aspirations of various socio-demographic
18

categories of consumers, the investigation of perceptions,

motivations, attitudes and consumer rationality concerning honey
consumption 3, 4.
Based on the results of the previous studies, the present
research aimed to identify the socio-economic determinants of
honey consumption in Romania, in order to establish a marketing
strategy meant to ensure the increase of the economic
competitiveness of Romanian beekeepers, at a national and
international level.
Materials and Methods
The identification of socio-economic determinants of honey
consumption in Romania was accomplished in several stages,
beginning with a laborious documentary research at a national
and international level, followed by quantitative and qualitative
studies conducted during 2007-2010. The research method chosen
was the survey, using the questionnaire as a main research tool.
In this way, two quantitative studies were conducted, the first
one in 2007, at a national level, on a sample of 2023 subjects, and
the second study at the local level, in Cluj-Napoca, on a sample of
200 subjects.
Simultaneously, in order to test certain guiding hypotheses that
should provide a wide range of motivations, meanings and
opinions related to honey consumption, qualitative research
methods were used, namely the focus group. Following primary
and secondary analysis of the data collected, relevant variables
underlying honey consumption were identified, establishing
correlations between the quantity of honey consumed and a set
of socio-economic variables.
The following data comes from the survey conducted in 2007
on a nationally representative sample of 2023 adult subjects, a
probabilistic two-stage sample, stratified according to the cultural
Journal of Food, Agriculture & Environment, Vol.10 (2), April 2012

area (18 cultural areas of Romania) and the area of residence (three
types of rural localities and four types of urban localities) allowing
a margin of error of +2.2% at a confidence level of 95%. The
questionnaires were conducted on a face-to-face basis.
Results and Discussion
In order to measure the honey consumption, an indicator
assessing the amount consumed during a year was used. This
reference period was chosen because of the honey consumption
behaviour which implies, generally, consumption of small
quantities with varying frequency. Therefore, an annual estimate
is more valid than a weekly or even monthly one.Within the
questionnaire, the measurement of the quantity of honey was
made on an 8-point ordinal scale: I do not consume, I consume
100 g maximum, I consume between 100 and 250 g, I consume
between 250 and 500 g, I consume between 500 and 750 g, I
consume between 750 g and 1 kg, I consume between 1 and 2
kg and I consume more than 2 kg, to which it was added I
cannot estimate, I do not respond.
For ease of data interpretation, the 8-point ordinal scale was
recoded in a 4-point ordinal scale: I do not consume,
corresponding to non-consumption, I consume 750 g maximum,
corresponding to reduced honey consumption, I consume
between 750 g and 2 kg, corresponding to average honey
consumption and I consume more than 2 kg, corresponding to
increased honey consumption. The scale was tested in advance
and the subsequent distribution of responses (Table 1) confirmed
that the scale used was very well balanced.
Therefore, it can be observed that the percentage of people
who do not consume honey is of approximately 11% of the adult
population, while low consumption of honey (up to 750 g per
year) is recorded by a segment of approximately 35% of the
population. The average consumption, between 750 g and 2 kg
per year, has a rate of approximately 27%, while 20% of the
population consumes over 2 kg of honey per year. Only 7% of the
subjects could not estimate or did not answer to this question.

Beyond the determination of the amount of honey consumed,

the purpose of the present study was to model this consumpion by
identifying its socio-economic determinants (broad term that covers
a more complex set of categories, as detailed below) that, from an
epistemic point of view, provide useful information concerning the
impact of certain public policies or information campaigns carried
out to encourage a healthy diet, and as regards the pragmatic aspect,
they define target groups for marketing strategies.
Moreover, these variables can be distributed according to
personal, individual, household, group or environmental reference.
There were four categories in which the socio-economic variables
included in the survey can be grouped and tested as determinants
of the honey consumption per year, marking the reference as well
(Table 2).
Further on, the data was analyzed for each category of variables,
to test the association between them and the intensity of honey
consumption. In order to test the association, Pearsons 2 (Chi
square) test was used. So as to provide an accurate analysis, an
accuracy test (Exact test) was used, namely the Monte Carlo
method. This accuracy test provides additional methods for
calculating the levels of significance for the available statistics
through the crosstabs and provides a means for obtaining accurate
results when the data does not comply with any of the hypotheses
necessary for reliable results through the standard asymptotic
method. Associations were considered as relevant provided that
the significance threshold value calculated with the Monte Carlo
method, sigMC, is less than Table 3 presents Pearsons 2 values
and the calculation of the significance with the Monte Carlo exact
test, marking in italics the variables whose significance threshold
for Pearsons 2 values is less than 0.05.
Demographic determinants: Concerning the demographic
variables (gender, age group or the presence of children or
teenagers in the household) Pearsons Chi square test of
association indicates the following situation (see Table 3): out of
all demographic variables, the only variable that discriminates

Table 1. The distribution of the answers to the question: How much honey do you consume
per year approximately?
Valid

Missing
Total

none
750g maximum
between 75g and 2kg
over 2kg
Total
DK/NA

Frequency
220
713
545
405
1,883
140
2,023

Percent
10.9
35.2
26.9
20.0
93.1
6.9
100.0

Valid Percent
11.7
37.9
28.9
21.5
100.0

Cumulative Percent
11.7
49.5
78.5
100.0

Table 2. Categories
g of socio-economic variables.
Demographic
Gender
Age group
The presence of teenagers (1518 years) in the household
The presence of children (0-14
years) in the household

Category of variables
Cultural and
Status
environmental
Residence medium
Education
Cultural area
Religion
Nationality

Occupational status
Self placement in a
social class
Self placement in the
poor-rich scale

Economic
Personal monthly income
Monthly income per
household member
Monthly expenditure per
household member
Estimation of the household revenues
Estimation of the monthly income of the
household, necessary for a decent living

Journal of Food, Agriculture & Environment, Vol.10 (2), April 2012

19

Table 3. Pearsons Chi square values and Monte Carlo exact test values.
Category

Demographic

Cultural and
environmental

Status

Economic

Variable
Gender
Age
The presence of children (0-14 years) in the
household
The presence of teenagers (15-18 years) in
the household
Residence
Cultural area
Religion
Nationality
Education
Occupational status
Self placement in a social class
Self placement in the poor-rich scale
Personal monthly income
Monthly income per household member
Monthly expenditure per household
member
Estimation of the household income
Estimation of the monthly income of the
household, necessary for a decent living
N of valid vases

Pearson 2
value
6.800
72.832

3
9

Asymp. sig.
(2-sided)
0.079
0.000

2.109

0.550

0.544 (0.531 - 0.557)

df

Monte Carlo sig. (2-sided)

0.081 (0.074 0 .088)*
0.000 (0.001 -0.002)

4.866

0.182

0.186 (0.176 - 0.196)

11.831
19.074
16.450
13.095
5.462
45.027
37.844
64.427
47.551
29.087

6
9
9
6
9
15
12
9
12
12

0.066
0.025
0.058
0.042
0.000
0.000
0.000
0.000
0.000
0.004

0.065 (0.058 - 0.071)

0.024 (0.020 -0.027)
0.058 (0.052 - 0.064)
0.043 (0.038 - 0.048)
0.000 (0.000 -0.000)
0.000 (0.000 -0.000)
0.000 (0.000 - 0.001)
0.000 (0.000 - 0.000)
0.000 (0.000 -0.000)
0.003 (0.002 -0.005)

23.923

12

0.021

0.022 (0.018 - 0.026)

76.956

12

0.000

0.000 (0.000 - 0.000)

33.558

12

0.001

0.001 (0.000 - 0.002)

1.883

* In parenthesis 99% confidence interval lower and upper bound.

honey consumption is age (2 = 72.832, df = 9, sigMC <0.001).

Data shows the fact that there exists an association between
age and consumption in the case of three out of the four age
categories:
Young people (18-30 years) consume rather small quantities of
honey, being to a less extent both non-consumers and consumers
of large quantities.
The median age category (32-45 years) presents a normal
consumption behaviour without significant differences compared
to the entire population.
The medium-advanced age category (46-60 years) consumes
average and large quantities of honey, being under-represented
among non-consumers.
The elderly (61 years and over) are those who, to a greater
extent, do not consume honey, being less represented among
consumers of medium quantities of honey.
As regards the other demographic variables, the data indicates a
relatively stronger association in the case of the presence of teenagers
in the household (2 = 2.109, df = 3, sigMC = 0.544) than in the case of
the presence of children (2 = 4.866, df = 3, sigMC = 0.186). Therefore,
the intensity of the influence due to the presence of a child in the
household (0-14 years) on the individual honey consumption is lower
than in the case of the presence of a teenager in the household (15-18
years), indicator of a possible low impact of the healthy eating
campaigns among families with children. Furthermore, it cannot be
asserted that there is a difference concerning honey consumption
between men and women, the sigMC being below the agreed threshold
(2 = 6.800, df = 3, sigMC = 0.081).
Cultural and environmental determinants: The association test
between the set of cultural and environmental variables (residence,
cultural area, religion, nationality) indicates two associations with
an intensity whose significance threshold is less than 0.05 (Table
3). The cultural area (2 = 19.074, df = 9, sigMC = 0.024) and the
20

nationality (2 =13.095, df = 6, sigMC = 0.043) are variables that

discriminate honey consumption. The data indicates:
lower honey consumption in Muntenia than in the other large
cultural regions of Romania.
a relatively similar honey consumption in Moldova and
Transylvania, regions where more than half of the population
(54%) consume average and large quantities of honey.
The analysis of honey consumption in terms of nationality,
regarded as a cultural determinant of consumption, indicated that
the Hungarian population consume in a larger proportion average
amounts of honey and 59% of ethnic Hungarians consume average
and large quantities of honey.
Status determinants: Survey data indicates that all investigated
status determinants (education, occupational status, social class,
selfplacement in a social class and selfplacement in the poor-rich
scale) are associated with honey consumption (Table 3). Therefore,
regarding education (2 =57.462, df = 9, sigMC, 0.001), those with
low education (elementary or vocational) are those who consume
lower quantities of honey, compared with the individuals with
secondary or superior education. Moreover,
The employed consume greater quantities of honey than the
other categories and, along with the category composed of high
school and university students, are included to a lesser extent
among the non-consumers.
Pensioners are those who are overrepresented in the nonconsumer category. Pearsons Chi square value for the association
between the occupational status and the amount of honey
consumed is 2 = 45.027, df = 15, sigMC <0.001.
Concerning the selfplacement in a social class (2 = 37.844, df =
12, sigMC <0.001), the present research identified a differentiated
honey consumption behaviour, with a greater amount of honey
consumed by those who place themselves in the upper or middle
classes and a lower one among those who place themselves in the
Journal of Food, Agriculture & Environment, Vol.10 (2), April 2012

lower class. An almost similar situation can be found regarding

the selfplacement in the poor-rich scale, those who consider
themselves as being poor are to a greater extent non-consumers
and to a lesser extent consumers, while those who place
themselves in the category of medium to rich consume greater
quantities of honey.
Economic determinants: With reference to the economic variables,
the whole set of economic variables are strongly associated with
honey consumption, according to the tests performed (see Table
3). With regard to factual variables (income, expenses) the data
indicate, for individual income (2 = 47.551, df = 12, sigMC < 0.001),
the fact that:
persons with low income (maximum 100 euro) are more likely to
be either non-consumers or consumers of small quantities of
honey, while
persons with middle to high income (300-400 euro) are large
consumers of honey.
In addition, a for the household income, reported to the number of
members (2 = 29.087, df = 12, sigMC = 0.003), the data shows the
same direction of association: those coming from families with a
low income per member (maximum 50 euro/member) are often nonconsumers or consumers of small quantities of honey, while large
consumers are those coming from middle-income families reported
to the number of members (101-200 euro/member). Moreover, the
analysis of the association between the amount of household
monthly expenditure, related to the number of members (2 = 23.923,
df = 12, sigMC = 0.022) and honey consumption leads to the same
conclusion: those with low incomes consume reduced quantities
of honey, while large consumers are not those with high incomes,
but those belonging to the medium-high income category.
Concerning the set of subjective economic variables (the
estimation of the household income, and the income level required
for a decent living), the data indicate a strong association between
honey consumption and the self-representation of the income
level (2 = 23.923, df = 12 , sigMC= 0.022) or of the necessity
threshold. Those who consider themselves as having an income
beyond the threshold of decency are most likely consumers of
honey in medium and large quantities, while those who placed
themselves under this threshold are rather non-consumers or
consumers of small quantities. The data indicates also that those
who approximate their monthly household income at a decent
level of 201-300 euro per member are usually consumers of honey
in great quantities, compared with those who place this threshold
below 200 euro per month/member.

and high level of welfare. Certainly, the honey consumption

motivational spectrum is broader, including representations
associated with the product and its perceived benefits; but, viewed
strictly in terms of socio-economic segmentation, the honey market
depends significantly on the general trend of wealth increase, a
raise in the income level and, implicitly, the possibility of adopting
a healthy dietary consumption behaviour.
Acknowledgements
This work was a part of a research project supported by a grant
from CNCSIS, PN II. Romania. The title of the research project is
A technical and economic analysis of the beekeeping in the North
West Region of Romania in order to ensure the sustainable
development of the beekeeping chain, Contract no. 149/2010.
References
Arvanitoyannis, I. and Krystallis, A. 2006. An empirical examination
of the determinants of honey consumption in Romania. International
Journal of Food Science and Technology 41:1164-1176.
2
Vnyi, G. A. and Csap, Z. 2009. Evaluation of honey consumption in
the main cities of the North-Great Plain Region. International Congress
on the Aspects and Visions of Applied Economics and Informatics,
26-27th March 2009, Debrecen, pp. 510-515.
3
Pocol, C. B. 2008. The Management and the Marketing of Bee Products
in Romania and European Union. PhD thesis, pp. 100-110.
4
Pocol, C. B. and Al Mrghita, L. 2010. National and International
Trends Regarding Production and Consumption of Honey. Academic
Press, Cluj Napoca, Romania, pp. 41-79.
5
Schneider, K., Forchmann, K., Friedrichs. K., Haas, E. M., Interthal,
M., Jnicke, K., Khn, T., Mergler, B., Mertens, E., Raehse, J.,
Schrffer, Y., Seelinger, N., Slch, K., Weienborn, C. and Hoffmann,
I. 2009, Honey consumption in Germany factors of influence and
effects in their interlinkage. Proc. Germ. Nutr. Soc. 13:34.
6
Centre for the Promotion of Imports from Developing Countries 2010,
Market Surveys. www.cbi.eu.
7
Centre de Recherche et dInformation des Organisation de
Consommateurs 2010, Consommateurs et miel, www.crioc.be.
1

Conclusions
Regarding the four categories of variables there is a different
degree of determination of honey consumption. Concerning the
demographic and cultural or environmental variables, only age,
cultural area and nationality discriminate honey consumption. In
contrast, as for the status or economic variables, all variables
tested are strongly associated with the consumption of honey. It
should be noted that there does not exist a linear dependency
between the amount of honey consumed and status or economic
variables, high consumption of honey being rather associated
with the medium-high status and income.
Consequently, honey consumption in Romania does not fall
within the general dietary customs, being associated with a medium
Journal of Food, Agriculture & Environment, Vol.10 (2), April 2012

21