Consumers’ Perceptions and Behaviors Regarding Honey Purchases and Expectations on Traceability and Sustainability in Italy

Traceability is a cornerstone of sustainable honey production and consumption. Honey fraud and a lack of traceability have been recently highlighted by the European Commission. Innovative systems aimed at guaranteeing food safety ’from farm to fork’ and improved controls are highly recommended. Within the framework of the BPRACTICES project, part of the European Union’s Horizon 2020 research and innovation program, and the ERA-Net SusAn initiative—focused on Sustainable Animal Production Systems—an advanced traceability system has been developed. This system utilizes QR code and radio-frequency identification (RFID) technology, along with a user-friendly web application, to facilitate direct interactions between producers and consumers. Despite existing research, studies on the information needs of Italian consumers regarding honey and its traceability remain limited. Understanding these needs is vital for creating effective communication strategies that enhance consumer satisfaction and trust. This study aims to identify the needs of Italian consumers’ honey during the purchasing and consumption decisions. To explore consumer perceptions, behaviors, expectations, and needs regarding honey, we employed diverse social research methodologies, including a quantitative online survey, paper-and-pencil interviews, and focus groups. The results of this study indicate a robust demand for more information on honey’s origin, production processes, and beekeeping practices, aligning with the recent EU Directive 2024/1438, which mandates clear labeling. Italian consumers would be willing to pay a premium for honey that offers detailed information about production practices and transparency. The positive reception of QR code technology by consumers suggests a growing openness to digital tools that enhance transparency and access to information. Ultimately, this research emphasizes the need for the beekeeping sector to adopt sustainable practices, improve traceability systems, and actively engage with consumers to foster trust and ensure long-term viability in the honey market. By addressing these information needs, the sector can align itself with increasing consumer demand for quality, sustainability, and transparency.