The aim of the research is to determine the awareness of consumers and producers of honey about the label "Honey of Croatian apiaries". Also, the research determined the behavior of honey consumers, and the importance of certain characteristics in the purchase and consumption of honey. Most consumers buy honey several times a year, false indigo honey, flower honey and black locust honey. Most consumers buy honey directly from producers. When buying, consumers pay the most attention to taste and texture, and the most important external feature is their country of origin. More than half of the respondents are familiar with the label "Honey of Croatian apiaries", while only a third of them sometimes buy this honey. On the other hand, honey producers have a more negative attitude towards the label "Honey of Croatian apiaries". Everyone is familiar with the label, but only a small number of them are users of the same. A significant number of them do not even intend to become a user of the label. The surveyed honey producers are not sure about the impact of the label on the increase of consumer interest in domestic honey, and do not agree that the possession of this label has resulted in an increase in sales. Most of them do not agree that the competent institutions are doing their job well, nor that the label promotes domestic honey, which would ultimately affect the increase in sales. On the contrary, in relation to producers, consumers have a positive opinion about the label, the label instills confidence in them, and they believe that honey with the label is safer, better and more reliable than other honey available on the market. They are also willing to pay a higher price for honey with the above label. The results of the research offer a basis for improving the quality labels for honey, but also educating beekeepers about the actual behavior of honey consumers and the promotion of their products.