Abstract

A honey consumption model represents an integrated set of specific behaviours of a certain population category, in terms of purchase or production of the product through their own resources, in order to meet specific consumption needs. Honey consumption fulfils several needs: nutrition, health maintenance and rehabilitation as well as physical embellishment. Modelling the honey consumption behaviour in Romania is extremely important for entrepreneurs who develop managerial strategies in the field of apiculture, strategies mainly designed to meet the demands of the target market. The research indicates that in Romania, honey consumption does not fall into the category of general food habits, being associated with a medium to high level of welfare.

Key words: Modelling, honey, consumption behaviour, frequency, management decision.