Mata, F.Dos Santos, Maria José Palma Lampreia2023-09-262023-09-262022-11-17Mata, F., & Dos-Santos, M. (2022, nov, 17). Consumption of honey in portugal: consumers’ attitudes, perceptions and trends. Poster presented at 1st International Congress on Food, Nutrition & Public Health, Instituto Nacional Doutor Ricardo Jorge, Lisboa, Portugal.http://hdl.handle.net/10400.21/16513Consumers’ attitudes about reveal important information about the production and supply chain of food and the commercialisation process (Unnevehr et al., 2010). To fully understand a consumption market, it is important to study the symbolic representations of consumption habits (Bekker et al., 2017). The consumer perceives consumption accordingly to social norms and values, and consumption habits cannot be analyzed as individual phenomena. Choices are under the influence of norms, values, taboos, permissions, prohibitions, and beliefs (Andorfer & Liebe, 2013). The consumers’ attitudes have been considered important determinants of their behaviour. The Ajzen’s Planned Behaviour Theory (APBT) (Ajzen, 1991) is based in the presumption that people behave in a sensible way, consider the information available, and consider the implications of their actions. The theory postulates that a person’s interest to perform or not a certain behaviour is a direct function of individually and socially related variables. The individual component is based in the individual attitude or mood to react favourably or unfavourably to an object, individual, institution, or event (Kim and Hunter, 1993). The social component includes the subjective norms determined by the perception of the social pressures acting on the individual, to perform or not a certain behaviour (Ajzen 1991engConsumersAttitudes of consumersPerceptions of consumersSustainabilityconference object