Honey is one of the healthiest foods that has been present in human diet for many centuries. It is a sweet and thick liquid produced by bees from the nectar they collect from flowers or from the sweet secretions (honeydew) of certain insects. The awareness of the positive impact of honey consumption on health has led to an increased demand for honey. The Republic of Croatia has favorable conditions in terms of climate, natural resources, and a long tradition, along with centuries-old beekeeping knowledge, for producing high-quality honey. However, in recent times, the market has seen a growing presence of counterfeit honey, which undermines consumer trust in the quality of honey. The aim of this research was to determine consumer preferences and purchasing behavior regarding honey, as well as to identify factors that influence consumer trust in the quality of the honey they purchase. A survey conducted on a sample of 156 respondents showed that consumers most often consume honey for health reasons, several times a week. Honey consumption among consumers has remained the same as in previous years, and they believe they are purchasing non-counterfeit honey. Consumers mainly buy honey from producers they trust the most.