Spotrebiteľská gramotnosť a falšovanie medu. Časť I.

In the process of shopping behavior, consumer decisions are influenced by a wide range of factors as well as the decisions of the consumer himself. In this article, attention is paid to consumer literacy. It interacts in the range of psychographic factors of motivation, perception, learning, belief and attitudes to the extent that the consumer makes a conscious decision about the preferences of the product, its quality or brand. Cultivating consumer literacy enables the consumer to make informed choices. There are not only benefts on the site of the consumer, but also on the site of the producer, or even the whole industry. The aim of the paper is to identify the importance of consumer literacy in the purchase of bee honey in the context of its fraud. The article identifes unfair practices of honey fraud and devaluing its nutritional value. These are currently a common practice, reflected in the reduced quality of honey offered on the Slovak and world markets. The paper is based on the fndings of a honey quality survey carried out by the Institute of Molecular Biology of the Slovak Academy of Science and the measures of the world organization of beekeeping associations Apimondia on honey fraud. Subsequently, measures are proposed to increase consumer literacy when buying bee honey.