Where was my cup of honey made? PDO honey and sub-regional ethnocentric consumer segments

Purpose The goal of this study is to understand if ethnocentrism exists at the sub-regional level among honey consumers living in same production area as a protected designation origin (PDO). Moreover, analysis explores influenced by individual economic conditions, other socio-demographic characteristics. Design/methodology/approach A sample 725 was collected through use questionnaire that circulated province Varese, one few PDO areas Italy. authors performed principal component and two-step cluster identify different consumer segments, focusing on their interest for attributes. Findings identified four depending socio-demographic, consumption habits, frequencies, preferred attributes preferences product. One exhibited strong honey, spirit ethnocentrism, characterised low-income levels; ethnocentric were also observed another had socio-economic profile. Research limitations/implications Honey niche product not universally diffused consumers: further analyses should investigate sub-national more universal food products. Yet, inspection profiles found, it possible devise marketing strategies boost purchasing bring closer Originality/value This considers segmentation criterion live very enriches existing literature relationship between status.