Regulation, trust and consumer preferences in Brazil's honey market: evidence from Paraná state

Purpose This study analyses consumer preferences for Apis mellifera honey in Paraná, Brazil, examining how formal and informal institutional mechanisms shape perceptions of food safety and purchasing behaviour. It explores how trust profiles and regional contexts influence choices between regulated and homemade honey and how attributes such as regional origin, co-operative branding and certification connect informal and formal governance. Design/methodology/approach A quantitative survey obtained 418 responses across Paraná’s six intermediate regions. Data were analysed using descriptive statistics, chi-square tests, multinomial logistic regression and counterfactual simulations in SPSS and R. Findings Trust in known producers remains a key determinant of honey purchases, especially in semi-urban and rural areas, whereas urban consumers rely more on certifications and inspection seals. Regional origin and co-operative branding raise the likelihood of choosing homemade honey from known producers, showing that territorial identity and collective reputation link relational trust with formal quality cues. Results reveal hybrid governance where personal trust and institutional assurance coexist to reduce perceived risk. Originality/value Integrating New Institutional Economics, Transaction Cost Economics and social-capital theory, this study shows how relational and formal mechanisms interact in a partially formalised agrifood market. It advances institutional analysis by showing how hybrid governance, linking trust, certification and collective reputation, enhances consumer confidence and supports inclusive formalisation of the honey sector. Practically, results suggest strengthening short food-supply chains, co-operative branding and traceability to scale trust while reducing compliance costs for smallholders.