International Journal of Commerce and Management Research

Authors
Dr. K Addam, F Rifai, H Naous, S Matraji, Dr. B Mezher

Abstract
The study evaluates and investigates the Lebanese people’s definition of authentic honey. It also focuses on their misconceptions and behaviors towards the marketing of honey in Lebanon. The study scrutinizes the Lebanese people's knowledge and perception of honey consumption and marketing in identifying the attributes of ideal honey and the chief factors affecting the consumers purchasing habits. The study is conducted using a quantitative questionnaire, which is asked for a sample of 1254 honey consumers from various areas in Lebanon. The most noteworthy findings are: about 58% of the participants check if their honey is adulterated or not; 75% of the participants don’t trust honey labels claiming that it is 100% natural; and 40% purchase their honey directly from beekeepers.