Portuguese honey consummer's attitudes and characterization

The aim of this study is to evaluate the honey consumer’s profile in Portugal and their attitudes towards the product, the production and consumption of honey. For this purpose was developed and applied a questionnaire directly online. This questionnaire was completed by a representative sample of 1037 persons. It made a pre-test review with 30 respondents. We also analyzed the attitudes towards the product, supporting beekeeping, beekeeping focus and subjective norms on production and consumption of honey made in accordance with the Theory of Planned Behaviour (TCP) of Ajzen.

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