Identification and ranking of factors on the quality and production of organic honey

Honey is considered as a suitable source of nutrition and has therapeutic potential. Therefore, the need for extensive advertising and introducing this product to the consumers of organic products in the form of marketing activities will be more than ever. In this sense, the current research, using the library-field method, identified the factors affecting the quality of production and marketing of organic honey in the form of five categories of factors related to the product, price, promotion, customer and production, and a total of 20 effective factors according to experts' opinion. Industry and university were ranked in 1400 based on the best-worst model and based on the degree of importance. Among the identified factors, the presentation of signs of trust and laboratory certification of being organic was the most important factor, and belief in environmental threats and protection of natural resources for the benefit of humans was identified as the least important factor. Also, the standard and signs of the health and organic nature of the product were identified as the most effective factors at the product level, the household income level was the most effective factor at the customer level, and the facilitation of obtaining a beekeeping permit was identified as the most effective factor at the production level. The results showed that planning to increase the quality of production as well as developing marketing activities according to the identified factors can be at the top of the list of organic honey producers.