Zih-Hao Huang*, Tzu-Hsien Wu, Pen-Han Chen and Pei-Shou Hsui

Miaoli District Agricultural Research and Extension Station, Council of Agriculture, Executive Yuan

ABSTRACT

    This study aims to explore the consumer behavior and the factors influencing the consumer’s decision to purchase bee products in Taiwan. Data were collected from people who participated in bee products themed activities in 2019 and 2021 using the questionnaires. According to the results, the percentage of the consumers who used to consume the honey and the royal jelly are 85.9% and 26.3% respectively. The percentage of the consumers who consume honey by honey water and who consume royal jelly by eating it directly are 86.2% and 65.6% respectively. Most of the consumers prefer to buy bee products from beekeepers. The factors which were most influential in the consumer’s decision to purchase bee products were taste, domestic production, and price. The proportion of female consuming bee products is higher than that of male. The proportion of elderly people consuming bee products is higher than that of younger people. The consumers have different preferences for different types of honey according to different ways of eating honey. The consumers prefer Longan honey when eating honey directly, while the consumers prefer Lychee honey and Chinese tallow honey when drinking honey water. As results, the consumption habits of bee products differed from to consumers' gender, age, and consumption method. Our study will provide a reliable suggestion to beekeepers or sellers to make a sale plan for promoting bee products.

Keywords: bee products, consumer behavior, honey, royal jelly

*Corresponding author email: a29609@mdais.gov.tw