SUMMARY
The present study investigates consumer behavior in Romania as regard honey. The methodology used was querying a number of 2023 persons in 166 localities about the consumption of honey. Questionnaires were used as the principle research tool. The survey was completed in July 2007. Specifically, honey characteristics, frequency of use, per capita consumption and purchase location were examined. Results show that honey symbolizes a natural product for the consumer. It is appreciate too for its medicinal properties. 10, 8% of consumers report they have never used honey and 25, 75% report they have used maximum 500 g/year. Other findings are: honey use increases with household income and with education level, honey is used by all members of the family, but women and children consume more than men. Main reasons for not purchasing honey appear to be: consumers don’t use it, honey is too expensive and because of different diseases (diabetes, allergies). Most honey is purchased in the marketplace (33%) or directly from beekeepers.