Level of interest among Belgian consumers of the cultural, environmental, ethical, and global benefits of sustainable beekeeping management.

This study aimed to explore the consumers' level of interest in environmental, ethical, cultural, and global claims associated with sustainable beekeeping management and identify which factors influence perceptions of sustainable management and honey purchase. 1100 Belgian respondents were surveyed on their honey purchasing behavior and interest in the benefits of sustainable beekeeping management, complemented with socio-demographic questions. The data were evaluated using descriptive, non-parametric and multivariate statistics. The findings indicate that age and honey purchasing habits had a significant effect on the level of interest in the benefits of sustainable beekeeping management. Participants in the late middle-aged group who buy honey displayed greater interest in all the mentioned benefits of sustainable beekeeping practices when compared to their younger counterparts. Early and late middle-aged participants demonstrated a heightened level of interest in environmental claims concerning the advantages of sustainable beekeeping management. This study provides critical insight into consumers' perceptions towards sustainable apiculture and helps to identify environmentally sustainable claims to empower consumers to make conscious and informed choices and protect the environment.