Purpose: Honey is a product that has been consumed for thousands of years owing to honey's nutritional value and unique properties. This survey aimed to assess factors affecting consumer behaviour for honey in countries of the Balkans and Western Europe, on a comparative basis. Design/methodology/approach: The high importance of honey consumption along with findings from previous surveys on consumer behaviour are included in the introduction chapter. Based on these, and focussing on the fundamental consumer behaviour theories (stimulus-organism-response (SOR) model, theory of planned behaviour (TPB), and health belief model (HBM)), a questionnaire was designed and answered by 2,113 individuals from the Balkans and Western Europe, of which 2,088 were honey consumers. Principal component analysis (PCA) analysis was used to interpret the results. Findings: According to the analysis, both Western Europeans and Balkans consume honey weekly, whilst only a few consume honey daily. A crucial difference between the two samples is that Western Europeans consider honey to be an expensive product, whilst Balkans considers honey's price acceptable. In general, men consume more honey than women, and households with children purchase honey more often and in more significant quantities. In conclusion, the main reason affecting European honey consumption is the health impact, which is related to therapeutic properties and high nutritional value of honey. Originality/value: PCA results clarified the factors affecting honey consumption, whilst at the same time, consumer profiles of Balkan and Western European consumers were outlined and compared with each other, outlining a more detailed description of honey consumption in Europe.