Abstract
Production of honey is the main determinant of profitability in the beekeeping sector. However, high production does not always imply higher profits. A major determinant of the profitability of an apiary is the ability to sell the acquired product. The aim of the study was to present the most important factors influencing consumer honey purchasing behavior. The results showed that honey can simultaneously satisfy a multitude of needs - nutritional, taste, prophylactic, and medicinal. Consumer decisions to buy honey are influenced by economic factors, indicating the financial situation of households. The decision is often habitual and dictated by knowledge of the value of honey. Psychological and social determinants are the main motives when choosing among the varieties of honey. Studies have shown that the average annual per capita consumption of honey was 1.32 kg. However, honey consumption rates differed strongly, ranging from 0.066 to 0.4 kg per person per month. More than 60% of respondents indicated the high or very high price of honey. Buying honey directly from the beekeeper was widespread among respondents (63.9%). Some respondents (7.2%) stated that they do not consume honey at all, but price cuts and the opportunity to taste test honey at the point of sale would be an incentive for them.