This study analyzes overall honey consumption and purchasing behavior, and in particular, seeks to identify factors that influence the willingness to pay (WTP) for native honey. A survey of 500 South Korean consumers was conducted to understand their purchasing experiences and perceptions related to honey. A multiple linear regression analysis was carried out to comprehend the effect of the following factors on the willingness to pay for native honey: 1) knowledge of honey, 2) health consciousness, 3) the unhealthy = tasty intuition (UTI), and 4) positive perception of sweetness. As a result, consumers with more knowledge about honey, higher health consciousness and more positive perception of sweetness were more willing to pay for native honey. On the other hand, past honey purchasing or consuming experience had no significant impact on the willingness to pay for native honey. Marketing strategies and implications were derived from the characteristics of native honey consumers identified in this study.

Abstract
1. Introduction
2. Theoretical Background
    2.1. Knowledge
    2.2. Individual attitudes towards health
    2.3. Experience
3. Method and Measures
    3.1. Data collection
    3.2. Demographic characteristics
    3.3. Composition of survey
    3.4. Methodology
4.Results
    4.1. Analysis of raw honey purchasingand consumption behavior
    4.2. Analysis of consumer perception ofnative honey and willingness to pay
    4.3. Analysis of factors that influence thewillingness to pay for native honey
5. Discussion and implications
Acknowledgments
Reference

• Seoyoun Lee(Dept. of Agri. Econ. & Rural Dev., Seoul National University)
• Nayeong Kim(Dept. of Agri. Econ. & Rural Dev., Seoul National University)
• Jihee Hwang(Dept. of Agri. Econ. & Rural Dev., Seoul National University)
• Junghoon Moon(Dept. of Agri. Econ. & Rural Dev., Seoul National University)