Entrepreneurship in the Beekeeping Sector - Between Entrepreneurs' Motivation and Consumer Perception

This paper examines the interplay between consumer preferences and entrepreneurial strategies in the Romanian beekeeping sector, highlighting sustainability, product authenticity, and market adaptability. The research employs a mixed-methods design, combining quantitative and qualitative approaches. The quantitative survey, conducted on 210 consumers, was analyzed using Chi-square tests, Spearman’s correlation coefficient, multiple linear regression, and logistic regression. The qualitative component consisted of interviews with seven beekeepers, analyzed through thematic analysis using NVivo software. The findings show that age, gender, trust in local producers, and the perceived importance of Romanian origin significantly influence the frequency of honey consumption. Although not all hypotheses were statistically supported, the observed behavioral patterns emphasize the relevance of product diversification, traceability, and direct producer-consumer relationships in shaping loyalty. The qualitative results highlight entrepreneurs’ motivations, ranging from tradition to financial opportunity, and their continuous adaptation to consumer demand through innovations in products, packaging and distribution. Overall, the results demonstrate that the competitiveness of Romanian beekeeping depends on integrating consumer-driven insights into entrepreneurial decision-making, with sustainability and authenticity as key drivers of long-term development.