An experimental analysis of consumers’ attitudes towards honey: The case of the Sicilian market

The Apis Mellifera is relevant for the structure, composition, and functioning of natural habitats, including agri-cultural habitats and urban and peri -urban contexts. Indeed, Apis Mellifera has a massive impact in terms of the positive externalities it brings to the environment in general and especially in fruit trees. In addition to these as-pects that determine positive effects on the environment, the production of honey, the consumption of which is of fundamental importance for human health, should not be overlooked. This research aims to investigate the factors that drive consumers to purchase and consume honey. For the purpose of the research, we did a stage sampling by dividing the municipalities in Sicily into three stages. The research results show that 327 out of 527 participants who consume honey because they consider it remarkable for its health and therapeutic properties. This aspect, combined with the positive externalities created by bees, results in the combination of multifunctional agricul-tural production where production for food purposes (honey) is combined with agricultural production. This aspect has a major value in a perspective of agricultural production that increasingly respects the environment and human health.